In 2021 Shiseido Malibu Beach House returned in a more impactful, experiential, and engaging than the years prior in order to highlight the brand’s hero products all while being cognizant of new COVID protocols.
Create a week-long activation highlighting the brand’s Hero SKU’s while managing Covid Safety protocols by offering Covid Concierge for attendees, throughout the event activation. Innovative PR introduced new celebrity and influencer partners by designing a specific event schedule via engaging outdoor moments such as private dinners, spin classes, industry meet & greets, and the first Shiseido Blue Beach Clean Up, and pool parties where attendees could engage with the brand and representatives directly.
The week brought together some of the city’s top beauty media, highly regarded beauty influencers, and celebrities such as Cassie, Tinx, Brody Jenner and more to celebrate the brand which directly pushed sales for Hero Products and boosted awareness through social and online buzz. In the end, the weeklong brand activation garnered over 3.7 billion media impressions and over 140 million social reach in its third year. This hyper-focused strategy increased Shiseido’s influencer marketing success by 54% in one year.