Non-food category, GOLD MEDAL: Henkel Magyarország Kft. – Party with Style!

Henkel’s 12 cosmetics brands are present in the market with 656 products. The campaign’s goal was to stand out from the crowd of products, using the 4P+4E strategy – let’s give experiences as a gift (Engagement, Emotions, Exclusivity, Experiences) – combined with a Meet&Greet stars element. In-store presence was partner-customised (dm, Rossmann, Auchan, Tesco, SPAR). Party with Style events were also organised: the biggest one was an exclusive live show by pop group Halott Pénz, with the participation of the promotion’s 300 prize game winners, strategic and media partner, representatives of the press and people working in the Henkel Office. In the dynamically developing cosmetics market the promotion brought a 0.3 percentage point growth in the products’ market share (in value). //