Developed as a niche beauty destination within Bloomingdale’s, Discover Beauty was designed to feel more playful, personal and digitally native than the broader beauty offering. The challenge was to engage hyper-digital consumers seeking personalization, while building awareness and credibility for emerging beauty brands in a competitive retail landscape.

The approach was digital-led, using creators and key opinion leaders to drive discovery. Influencers experienced the space, curated their own hauls, and shared content organically – amplified through Instagram takeovers featuring founder interviews and real-time treatment trials. 

This narrative was extended through monthly themes, curated merchandising, in-store activations and a dedicated influencer and press event in Kuwait, driving strong attendance and sustained digital exposure and positioning Discover Beauty as a destination blending retail, experience and community

Marketing Leadership | Integrated Strategy | Digital & Influencer Activation | Experience Delivery