In response to a brief set by Anyways to take an online brief into the offline world. The Cult Club seeks to create a community of beauty lovers, giving them a platform to covet their favourite Cult Beauty products and create connections in the beauty world. This project creates the branding for the club, along with the website platform and brand activation to launch the club.
The Cult Club forum allows users to access specific areas of beauty and wellness. The can ask the circle for top tips and offer them up to other members. While the brief was to take the online brand offline, this brings the concept full circle in order to keep momentum going.
The brand activation has the opportunity to begin in the red telephone box in Covent Garden. Covent Garden felt like the right place for the event to happen as it's a hotspot among the London beuaty community and is earmarked to be London's 'Beauty Quarter'.
Passerby's will be lured in to pick up the Cult Club phone, where they will be given a secret message to access the event. This will give them special access to areas of the activation and special Cult Beauty treats.
The main part of the brand activation will start with the initiation ceremony. New members will be welcomed into the club and be given the chance to pick their beauty icon 'saint' name. This is someone they admire in the beauty world and will act as a guiding light for them.
Each 'saint' is a well loved brand on Cult Beauty.
New members will recieve their welcome book, full with information about the Cult Club.
As part of the welcome book, I designed a Cult Beauty specific horoscope which foretells the Cult Club members future.
Members will be welcomed into the Fortune Teller room, where a Cult Beauty brand ambassador will predict products the Cult Club member will love, based on their skin type, hair type, beauty interests etc.
The activation will host talks by the club's godly members. These are the people who are seen as icons in the beauty industry and have a world of knowledge for all things beauty.