VIEVE
Description
OBJECTIVE
To support VIEVE's expansion into its final makeup category, driving awareness, advocacy and excitement for the launch of the Brow Collection across press, creators and consumers.
STRATEGY
BLANKET combined targeted seeding, experiential engagement and large-scale creator outreach to build anticipation and drive visibility. The approach was rooted in VIEVE's artistry-led DNA – credible, expert-driven and polished, with a confident sense of personality – ensuring the launch felt both authoritative and true to founder Jamie Genevieve.
EXECUTION
BLANKET delivered a three-stage launch approach, beginning with targeted press seeding to build early awareness, followed by an immersive Brow Masterclass for key media and creators hosted by Jamie to showcase application and artistry. The campaign culminated in a large-scale UK and US mailer rollout, driving product discovery, inspiring content creation and supporting early adoption across priority audiences.
IMPACT
The launch generated strong visibility for VIEVE’s entry into the brow category, mobilising a high volume of creators and driving substantial organic social content and engagement. The campaign secured advocacy across press and creator communities, embedding the Brow Collection within everyday routines and cementing VIEVE's authority in artistry-led beauty.
