How do you relaunch a beauty line in a way that feels unmistakably HEMA and still completely new? By thinking outside the box… and that might mean that you have to step right back into one.

HEMA Beauty Box

For the reintroduction of HEMA’s refillable beauty line, we partnered with HEMA to create the HEMA Beauty Box: a life-sized, pop-up kijkdoos at Amsterdam Central Station. A wink to Dutch childhood nostalgia, reimagined through a modern beauty lens. Inside the box, visitors were immersed in a colorful beauty universe with:

✓ Touch-ups by MUA’s, using the newly relaunched refillable beauty range
✓ A DIY station where guests crafted custom bag charms for their HEMA lipstick
✓ HEMA-inspired treats, including (yes!) lipstick-coloured tompouce bites
✓ DJ Perlau, turning the busiest station in the country into a mini beauty dance floor

hema.nl

Our humble approach:
To amplify the launch, we invited a curated mix of creators and media.

95 influencers, including:
Saslooks, Rosalie Tacx, Thomas Drinkenburg, Diggys, Mathijs Geuze

45 media outlets, including:
Grazia, &C, FashionUnited, Cosmopolitan, Meiden Magazine, Adformatie, Textilia