“turning the world of beauty on its head”
above: 3 gravity defying posts by @portermagazine @carlossoare and @karencollisnphoto form 100’s of initial posts form the day of the event that resulted in multi-million “earned impressions” on top social channels
net-a-porter engaged ceft and company to assist in their anniversary event for net-a-beauty, NAP’s beauty division that features meticulously curated cosmetics and fragrances exclusively available at net-a-porter.
for the event (which you can see here) ceft and company proposed, and built, an upside-down room at the venue. the guests were asked to help NAP in “turning the world of beauty on its head” by taking a photograph of themselves, upside down, and sharing the results on their social media.
on the left: beauty director of american vogue, sarah brown, with net-a-porter vice president, david olson. center: @fashionbombdaily and on the right: @instylemagazine beauty director @kahlanabarfield
posts with #netabeauty
the question was; “that’s great fun and all… but would serious editors at vogue and harper’s do this? or is this left to young influencers at the event?” well, one of the first to post the picture on her instagram was vogue’s very own beauty director, sarah brown, followed by other top editors form teen vogue, huffpost, byrdie, popsugar, glossybox and others… and here’s what style.com – vogues digital site – wrote about the event.
on the left: @mandymooremm byrdie team @byrdie beauty editor @lexylebsack center: the crew form @huffpost and on the right: founder of six one agency, @kileehughes
on the left: @tansykaschak center: ceft and company co-founder ucef hanjani , and on the right: CEO of luxury fragrance brand @kilianparis and @elisabethnoeljones
on the left: group hug with director of mr. porter @carlos_ra soares center: model @m.elvenes and on the right: senior manager brand comm at l’oreal paris @yaritza_caraballo
on the left: @glowmaven center: @nitro_licious and on the right: phillip picardi from teen vogues @pfpicardi
on the left: co-founder of clover letter, @lizadarwin center: CEO, beauty editor, and brand manager moreira from @glossybox_us and on the right: makeup artist, @joannasimkin
on the left: beauty director of popsugar beauty, lauren levinson @ps.beauty center: annie atkinson from @shesintheglow and on the right: @estelledarlings
on the left: vogue’s style.com editor and founder of one management, scott lipps center: goop cmo and co-president of the outnet, andres sosa @andyven and on the right: editorial director of @glitterguide, caitlin moran
the results were an unexpected 13,000,000 impression within just 3 days of the event, and this was not accounting any press articles, not to mention that this accounts for only the posts tagged with the “suggested” #netabeauty hashtag, which not everybody followed. view all work related to this project.
