LAURA MERCIER
Tinted Moisturizer Relaunch
Social Activations 2025

In support of the re-launch of Laura Mercier’s Tinted Moisturizer Natural Dewy, my team along with the social team, conceived an experiential social campaign with the goal to drive brand awareness and relevance during NYFW fostering connections between press, influencers, and consumers to drive social engagement and encourage sales growth.

Results of the campaign:

  • +16% increase in traffic to brand.com

  • +$450K Earned Media Value

  • +139% increase in follower growth on Instagram

  • +11% increase in Social impressions

  • +42% increase in google search traffic for brand

TINTED MOISTURIZER ACTIVATION OVERVIEW

Tinted Moisturizer Relaunch
Campaign Visuals

This activation piggy-backed on the Tinted Moisturizer Natural Dewy campaign launch which included relatable tastemakers throughout the key visuals, as well as a social campaign featuring Laura Mercier “superfans” who were given the chance to be the first to try the new formulations of both Tinted Moisturizers, Natural Dewy & Blurred Matte.

Le Mercier Daily Café
Consumer Pop-Up

Guests were shade matched to their Tinted Moisturizer shade, and received a discount code to use at Sephora to purchase a full-size product. They also were treated to a free coffee, baguette, and tote bag.

Results:
2.1K samples handed out
25 influencers drove $137K EMV
+139% follower growth on Instagram;
+50% profile views on TikTok
766 emails captured
$14K at Sephora USQ/Soho events

Influencer, Press & MUA
Artistry Dinner / Pop-Up Preview

Press, influencers, and makeup artists enjoyed a dinner at The Little Prince in Soho while learning about new product. Attendees received a demo of the product by Laura Mercier Global Beauty Director, Tayaba Jafri.

Results:
61 posts from 35 attendees
$113K EMV
541K impressions, 4.6M reach
2 editorial pieces secured

Backstage Artistry
Simkhai Show

Skin was the star on the Simkai runway as MUAs Diane Kendal and Tayaba Jafri reached for new TM Blurred Matte. While Natural Dewy had already hit the market, this was the official reveal of Blurred Matte.

Results:
+30 assets captured with usage across social, e-commerce, and CRM to support always-on and TMBM artistry content gaps
+33% increase in engagement rate vs. previous TMND content
3 editorial pieces secured

LE MERCIER CAFÉ POP-UP CONTENT

NYFW - BACKSTAGE AT SIMKHAI CONTENT

A SELECTION OF SOCIAL CAMPAIGN & EDUCATION ASSETS

Le Mercier Café Content: Happy Monday Studio
Simkai Backstage Content: Emily Soto
Campaign/Education: Photographer/Director: Betina du Toit
Superfan Videos: Of Becoming Us