American Marketer


Saks Fifth Avenue brings Guerlain event to consumers

April 7, 2015

Guerlain worked with Stuff She Likes Guerlain worked with Stuff She Likes


Department store chain Saks Fifth Avenue is hosting French beauty brand Guerlain’s celebrity makeup artist Marcus Monson with an exclusive opportunity for consumers to learn tips and tricks.

“Guerlain be a Glow Getter” event will allow consumers to learn the best styles for their skin tone and type. Hosting events with well-known industry experts allows department stores to showcase a specific brand and draw in loyal brand consumers.

Glow get them
From Thursday, April 9 until Tuesday, April 14, Guerlain’s national retail development director Marie Line Patry and Mr. Monson will host complimentary skincare consultations and makeovers.

The Glow Getter team will offer tips and tricks for consumers to maintain the best bronze coloring for their skin tone.

Also, with any $400 purchase, consumers will receive makeup brushes. And with any Terracotta purchase, consumers receive a tote bag.

Saks Guerlain

Event at Saks

Those who receive the Terracotta application will have a photo taken that will appear in the Wow Spot for the store.

The event will be held at the New York store and is being shared with a Facebook event page.

Recently, French beauty brand Guerlain has partnered with seven influencers to show its cosmetic offerings to consumers in a more personalized and relatable fashion.

For the partnerships, Guerlain worked with Style Coalition, a network that connects brands with influencers and bloggers to create branded content, to select Internet personalities that represent different ages, ethnicities and skin tones. By partnering with a series of women, rather than just one, Guerlain is able to give a better representation of its consumers and appeal to the wider audience at hand (see story).