Res Publica came to us to produce Priceline 30 Days of Fashion and Beauty for a third year throughout the month of September. Following the success of 2012 the aim of the 2013 campaign was to create Australia’s biggest beauty playground, calling for women all around Australia to ‘Go Naked’ and not wear make-up to raise awareness and funds for the 30 Days and Priceline’s charity initiative – The Priceline Sisterhood.
For ‘Go Naked’ day in Martin Place Sydney, we created a fabulous pop-up ‘Beauty Playground’. Priceline’s fully-fitted mobile parlor was also on site treating women to make-overs throughout the day and delighting with giveaways including goodie bags filled with beauty products sold in Priceline stores. We enhanced this with a lipstick forest, a pamper parlour, educational theatrette, and a fun and interactive brand playground experience through-out the destination.
Building on from this we rolled out a roadshow across Australia that activated six locations held in shopping centres around Australia, featuring beauty editors from Bauer magazines as guest speakers to provide beauty tips and interactive workshops.
We also treated beauty lovers to free beauty makeovers, mini-manicures, and hair styling from Priceline’s professional cosmeticians…leaving all with the knowledge about looking great and most importantly, more love towards Priceline.
Inviting sisters from everywhere to bare their natural beauty gave women all around Australia the opportunity to support women facing the side effects of cancer treatment.