Alsterhaus / Beauty Weeks

The Context

Beauty Weeks is Alsterhaus's biannual in-store beauty event — gift-with-purchase offers, treatments, and masterclasses across the store's beauty and cosmetics portfolio.

The Approach

Rather than pushing straight for the sale, I focused the campaign on the Awareness and Bonding stages of the customer journey — building an emotional connection with the brand before asking anything of the customer.

The Creative Concept

We built the campaign around four protagonists with distinct looks and personalities, rather than products, trends, or materials. Each spoke openly about something they once saw as a flaw — freckles, birthmarks, and other things they'd grown to like about themselves — and how they came to embrace it. In an industry that worships flawlessness, this positioned Alsterhaus as a safe space, encouraging customers to return not to fix themselves, but to feel good and treat themselves.

• 25%In-Store Video
• 15%OOH
• 10%Newsletter
• 50%Paid Social, Performance Marketing & Affiliate Marketing

The Result

The concept resonated enough to bring up to 20 of the most desired beauty and cosmetics brands in the portfolio into the campaign — each offering gifts with purchase, free treatments, or masterclasses throughout the event. In-store footfall grew 2.5% YoY.