Dermalogica Flagship Store Opening


To create a Dermalogica Take Over Dublin weekend to celebrate the opening of the first Dermalogica Flagship Store in Ireland and to support the increased retail location at Arnott’s Department Store while giving a nod to Harvey Nicholas location in Dundrum. Activations to be recognisable, allow for bounce back opportunities, data capture, have a pop-up element while remaining on brand!


Publicity Loft developed a full support plan that created high impact for the brand, both visually and experientially for customers and potential customers alike and included visual enhancement at the store, promotional activity through flash mob type staff at key locations, Luas and outdoor advertising, mobile pop up events and specific call to action elements creating bounce-back opportunities to the store at St Stephen’s Green Shopping centre.

This campaign also allowed data to be captured efficiently by staff through handing out free goods and running competitions that engage with consumers throughout the campaign. This campaign enabled us to shout about the new store openings and ensure Dermalogica has a strong brand identity.

Our activations were recognisable as Dermalogica and disruptive on the streets to encourage interest, footfall and social coverage. It had a mobile pop-up element with a Skinformation Station which acted as a key information support location.  All activations incorporated a bounce-back to store handing out Face Mapping vouchers and treasure maps with multiple branded items such as balloons, bags, umbrellas.