Rimmel London | Cappuccino Club
An in-store activation that put Rimmel London's newest lip range directly in shoppers' hands across three Auckland Farmers stores.
Client
Rimmel London
Brand Ambassador staffing, in-store execution
Services
Auckland — Farmers stores
Location
Luminary
Partnership
THE BRIEF
A hands on launch, not static display.
Rimmel London, working through New Zealand distribution partner Luminary, wanted to introduce its new lip liner and lipstick range with real, face-to-face product demonstrations rather than a shelf display. Select Management was engaged to supply confident, makeup-literate brand ambassadors who could approach shoppers on the floor, demonstrate the products, and turn those conversations into sales across Farmers stores.
What we did
Specialised ambassadors, chic product launch:
Actively engage - approach Proactively engage shoppers on the floor rather than waiting at a counter
Demonstrate the products live — apply the lip liner and lipstick in real time on customers (or themselves) rather than just describing them
Coach shade matching and technique — advise customers on which shades suit them and how to line and fill lips properly
Convert conversations into sales — build enough rapport through the demo to close a purchase at the register
Manage their own setup and pack-down — run their station independently at each store with no on-site supervision
Cover three stores across the weekend — rotate through Farmers Albany, Newmarket, and St Lukes across Saturday and Sunday shifts
The Outcome
Full coverage, on time, signed off clean..
Delivered a seamless weekend launch of Rimmel London's newest lip collection — an elevated point-of-sale moment that placed product directly into customers' hands via a thoughtfully executed gift-with-purchase, turning every transaction into a first touchpoint with the brand.