Laura Mercier
Integrated “Shop the Look” Campaign
How do you turn passive beauty advertising into an interactive, purchase-driven experience?
Overview
While working at JCDecaux, I developed an integrated campaign concept for Laura Mercier that connected Out-of-Home, experiential retail, and digital engagement into a cohesive brand journey.
The idea focused on transforming traditional beauty advertising into an interactive “Shop the Look” experience — enabling audiences to discover, engage with, and recreate product looks across multiple touchpoints.
The Challenge
Beauty advertising often relies on passive consumption, with limited connection between inspiration and action.
The challenge was to create a campaign that not only captured attention in high-footfall environments, but also encouraged deeper engagement, physical interaction, and conversion.
The Idea
The concept centred around turning passive OOH into an active, shoppable experience.
OOH placements were designed to showcase real looks and influencer-led content, driving awareness and curiosity. This extended into pop-up environments where audiences could physically engage with products and recreate featured looks.
By connecting physical and digital touchpoints, the campaign created a seamless journey from discovery to interaction to purchase.
My Role
I developed the campaign concept and defined how it would scale across OOH, experiential, and digital touchpoints.
This included shaping the visual direction and exploring how the idea could translate into real-world environments, ensuring a consistent and engaging experience across all formats.
The Outcome
The result was a strategically connected campaign concept that demonstrated how beauty brands can move beyond passive advertising to create interactive, experience-led engagement.
The approach positioned OOH as a driver of both brand awareness and consumer action,
rather than just visibility.
Before
After