Beauty overhaul – redefining content to win younger audiences


The Client

Canberra Centre – a retail destination in the heart of Canberra, the capital’s nexus for fashion and dining.

The Audience

Beauty aficionados with a skew to younger females (18–35 y.o.) – health-conscious, educated and highly tech-savvy. Up with the latest beauty trends, they have the expendable income to spend on the newest product releases.

 The Brief

To reposition Canberra Centre’s Beauty and Wellness precinct by adopting a fresh approach, with the end goal to capture the younger millennial audience. To achieve this, our creative agency was engaged to produce a bespoke beauty magazine and supporting video content program.

Typically, beauty-related photography tends to feature endless images of airbrushed ‘perfection’: glossy, highly styled and unattainable. We decided to go against the grain – recognising and celebrating beauty as not one ‘perfect’ aesthetic, but rather an array of differences and ideas. To bring this to life, we created a ‘Beauty Your Way’ broadsheet (50,000 printed copies) that anchored the campaign’s activity.

Spread across 20 pages, we captured product in unexpected settings, accompanied by feature articles, interviews, and wellness tips from Canberra Centre retailers and local beauty experts. In collaboration with New York-based artist Nick Thomm, dynamic visuals and illustrations brought beautiful personality to every page.

Working with retailers, influencers and beauty experts, we created a video content program involving social media, influencer content creation, blog articles, and in-centre activations and workshops. We then engaged iconic industry faces, including YouTube personality Shannon Harris (3 million subscribers), beauty journalist Eleanor Pendleton, and make-up artist Bonnie Gillies as key influencers and content creators to bolster social activity for the campaign. We also produced a bespoke Snapchat filter – branded to align with the campaign aesthetic for audiences to use on social media.

The Results

– Centre retailers confirmed that products featured in the Beauty broadsheet sold out shortly after release, with all beauty retailers reporting an overwhelming success during the launch period.
– Combined views on supporting digital beauty content were up +50% on target.

Client Feedback

“The approach and execution were a standout component to the overall campaign. Working with content agency Plump & Spry on the ‘Beauty Your Way’ broadsheet was an absolute pleasure, and we look forward to working with the team again soon.”

– Kelly McGufficke, Senior Marketing Manager

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