ICI PARIS XL

Background

ICI PARIS XL is a perfume and beauty chain with stores in the Netherlands and Belgium. For a young audience, summer is all about festivals, and a festival starts well before the first act: getting ready with your friends. That is the moment ICI PARIS XL wanted to be part of.

Challenge

ICI PARIS XL wanted to position itself as the place for your festival look during festival season, with a campaign that connects experience and sales. The question was how to present festival beauty so that the audience recognizes itself in it and can buy the products right away.

Solution

Together with Aidem Agency, I developed the content and production for the campaign We Love To See You Shine.

Starter packs

The foundation was six beauty starter packs, each with its own festival identity: Main Character, Dancing Queen, Rave Baddie, Clean Girl, SPF & Slay and Touch Up Girly. Viewers first pick a type, then find the products that go with it.

Hero video: Getting Ready With Your Besties

Four creators get ready for a festival together, each with the starter pack that suits her.

Signature series: Festipack(ed)

Four one-on-one GRWM episodes, with beauty expert Catharina as host and Heisa Jynx, Julia Horsten, Zoey Livay and DJ Dolore as guests. For each guest I wrote a separate set of questions, always with the same opener: why does this starter pack match your energy?

Watch on TikTok

Watch on TikTok

Watch on TikTok

TikTok Shop livestream

ICI PARIS XL's first livestream: an hour and a half of festival from the Kruidvat Studio, where viewers shop directly. The approach had four parts:

1. A phased promotion plan, so viewers were already waiting or got a notification when the live started.
2. A stream worth watching even without a prize. One starter pack formed the base look, mixed with products from the other packs.
3. Giveaways at set moments and at like milestones. Every five minutes the Shine Bell rang: viewers posted their order number in the chat and the host picked a winner. That keeps viewers watching longer and makes it more likely that TikTok pushes the live to new viewers.
4. A discount code that was only valid during the live, giving viewers a reason to order right away.

On top of that, a creator who kept the energy high for an hour and a half, without the brand losing credibility.

Production

For the shoot days I made the production deck with creator notes, product pick lists per starter pack, influencer briefings and the props and set documentation per shooting moment.

Result

A complete festival campaign with six starter packs, a hero video, a four-episode signature series and a TikTok Shop livestream. The livestream reached 1 million likes and 19K comments, with a steady 400 to 700 viewers.