How do you get the attention of the nation’s top fashion editors – those busy people who are bombarded daily with press kits? You go BIG and you get personal.
A sleek, black envelope measuring 16 x 24, with a custom Sephora-branded wax seal on the back, and the recipient’s name handwritten on the front in red calligraphy did the trick rather nicely.
Printed entirely on 24 pt. Tango C2S, the interior is a flood of soft-touch Rouge red. A VIB Rouge welcome package, full-sized BITE lipstick in a custom Rouge red shade, Sephora-branded iPhone cases and earbuds, and a limited edition set of numbered prints signed by the artist Lovisa Burfitt were stowed away within custom-sized wells. The press release itself was loaded onto a glossy black USB drive in the shape of a key. A personal welcome letter from Sephora was laid on top.
Wanting to ensure the piece would live on well beyond the immediate announcement, the interior was designed in such a way that it could be lifted out so that the giant envelope could then be reused as a portfolio case for editors to carry with them from one meeting to the next.
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