Dries Van Noten Beauty Launch

Belgian fashion designer Dries Van Noten made his debut in the world of beauty in early 2022 by launching his own beauty line with 10 perfumes, 30 different shades of lipstick, and a whole range of beautiful accessories. UPR was asked to set up exclusive interviews with qualitative and relevant top-tier Belgian media outlets to announce the news in Belgium.

The Dries Van Noten team planned to play out the launch on a grand scale. A Global Press Launch Event was planned in which journalists from different parts of the world could participate. Places were limited and 3 Belgian press titles could attend. UPR started to work on a press list in which 3 qualitative and relevant media titles were chosen.

Due to covid restrictions, the event was converted last-minute to a digital format. Discovery kits were sent to the three journalists so that they could discover the entire beauty line during the digital reveal.

UPR then set up, attended, and followed up the interviews with 3 Belgian core media titles. In addition, UPR maintained contact with Dries Van Noten, Puig, and the media titles to ensure all exclusive footage was conveyed correctly. The interviews were set up with Knack/LeVif Weekend, ELLE, and Sabato. We ensured a selection that allowed us to reach a broad and relevant target group.

The news was received beautifully and taken up by various media outlets.

With the interviews, we achieved 6 print publications and 5 online publications. The news of the launch was picked up by other media outlets both in print and online.