VIEVE launches first OOH campaign as it targets consumers offline

Jamie Genevieve’s makeup brand VIEVE has launched its first out-of-home (OOH) campaign, continuing to strengthen the connection with its community offline. ​

Titled 'Makeup That Gets You', the new campaign aims to capture the attention of female commuters in London through a series of relatable and tongue-in-cheek slogans.

As part of this, the activation will be featured on the Central Line car panels, tube cross-track posters, 50 black taxis, and prominent billboard locations across the city.

It follows a milestone year for the brand, including the launch of its first foundation and subsequent nationwide roadshow in September, with the aim to reach as many of the brand’s existing and new customers in person.

With its latest campaign, VIEVE focused on how it could instil personality, talkability and shareability across key platforms, with a deeper link to community building offline.

Out of home was therefore a natural progression for VIEVE, a brand originally born from an online community, in order to reach a new audience outside of the digital sphere.

Emma Dawson, CEO of VIEVE, said: "Through our 'Makeup that Gets You' campaign, we’re celebrating the bold, unapologetic, and fun-loving spirit that is inherently VIEVE.

"The brand’s founder Jamie Genevieve is from Glasgow and is so well known in Scotland, but with this campaign, we are putting our makeup in front of more people in London.

"This new campaign connects with our audience by highlighting relatable moments that we all experience in our beauty routines, while showcasing our versatile products that have no rules — use them however you like."

Another way VIEVE is connecting with customers offline is through a new pop-up at Glasgow’s Buchanan Galleries.

The brand will be opening its doors at the centre on 5 December, allowing guests to get hands on and shop VIEVE ’s full range, as well as new and exclusive merchandise.