Black Friday Campaign
Cult Beauty
campaign, e-commerce, black friday, lockup design, art direction, email, banners, beauty
Cult Beauty's cyber campaign this year is all about unguilty pleasures, let's have a look how you bring a Black Friday campaign to life.
Brief
Black Friday is right around the corner yet again and one of the key marketing opportunities to push holiday products and get stock out of the business before January sales begin. This year Cult Beauty wanted the theme to surround unguilty pleasures. The best brands. The most adored products. Everything you’ve ever wanted… Without the price tag.
Art Direction
I wanted to have neons placed in the dark background of product shots to create graphic interest through shape or language. Neons should be small in scale as to not cover the products too much and can be used to wrap around product to create further texture and LED lighting.
Colour Palette
The colour palette is grounded in the dark blue background with lighter blues to draw attention to products and messages.
​
Secondary shades of blue, pink, magenta and off white were used for neon and lights - mainly as these are quite common in the beauty industry and would go well with the products.
Primary
Dark Blue
Secondary
Blue
Pink
Magenta
Off white
Final Images
These are the final images, in which you can see the art direction coming with the neon lights and colour palette. I wish we could've found thinner light to use, but overall really glad of how it turned out.
Lockup
To accompany the phototgraphy, a lookup for "Unguilty Pleasures" was created to be used throughout the entire Black Friday campaign, allowing our customers to know whenever Unguilty Pleasures was used - there were good deals to be had! In terms of design I was going for a neon sign that cheekily could have the "un" animated so unguilty could be read as two words.
Buttons
To give the call to action buttons a bit more of a flair I made bespoke ones to tie in with the campaign.
Final assets
A few examples of the roll out of the campaign, all emails had vip pre-releases, launch, reminder and final reminder emails of the offers. On-site had daily updates from Black Friday to Cyber Monday. Pay per click, social and affiliate assets were also created.
Reminder email
Paid social teaser
Launch email
Desktop banner
Results
The cyber deals, Black Friday and Cyber Monday is almost always a huge seller of goods. For Cult Beauty, it was the best weekend in terms of revenue for the year. Furthermore, the design look is being re-used for next year as overall business and leadership team was very pleased with the design, espacially that it wasn't all black and red that teds to be a common theme in e-commerce for the period.
