Our #blacksecret

Client

HERA

The Brief

“Experience” being a buzzword in today’s retail means beauty brands have been falling over each other to rolling out pop-up initiatives as shoppers demand deeper and more innovative brand experiences. To mark HERA's first anniversary and launch the new HERA Black Foundation in a compelling way, we needed to create a winning experience in this highly competitive game of whose pop-up is one-up the other.

The Idea

From celebrity beauty habits to expert tips, women are always looking for the next beauty secret that can help them look their best. Singaporean women are no different. We tapped into this universal insight to create #OURBLACKSECRET: the secret to 24/7 beauty.