The Moodies – Small Budget Campaign
Best Small Budget Campaign – Spend under US$50k
Winner
L’Oréal Travel Retail Asia Pacific – Urban Decay & The Shilla Duty Free collaborate to provide long-lasting beauty look for Taylor Swift concert travellers
L’Oréal Travel Retail Asia Pacific, in collaboration with The Shilla Duty Free, launched a cost-effective Urban Decay activation aimed at concertgoers attending the Taylor Swift Eras Tour in Singapore last year. With a total budget of US$27,000, the campaign utilised The Shilla’s existing infrastructure and leveraged the high-profile event to enhance Urban Decay's visibility in travel retail.
Running from 23 February to 28 March in Singapore Changi Airport Terminal 2, the campaign focused on delivering targeted messaging to travellers. Key elements included two additional endcap testers and a bespoke ‘How-to’ tutorial series featuring Taylor Swift-inspired makeup looks, specifically from the artist’s Fearless, Lover and Midnights albums.
These tutorials were promoted through social media and online advertisements, driving traffic to the iShopChangi page, which featured a ‘Welcome Swifties’ landing page encouraging concertgoers to make their purchases ahead of time.
In-store, the Urban Decay campaign introduced self-packed bundle sets in see-through pouches, providing a grab-and-go option for busy passengers and gifts with purchase. The sets featured makeup products inspired by Swift tracks, with warm shades marketed using the ‘Burning it down’ reference from Wildest Dreams.
L’Oréal Travel Retail Asia Pacific highlighted long-wear Urban Decay makeup, targeting Swifties with festival-look tutorials
What the judges said:
“This is a superb initiative because it tapped into one of the biggest events of the year and put this brand front and centre of the Swift hysteria. Bravo.”
“The campaign was highly effective, delivering significant results with a modest budget.”
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com