Lord & Taylor: #partypretty

I worked with an art director as well as the social media, buying, marketing and digital teams to launch Lord & Taylor's first ever 360 degree campaign, called #partypretty. The idea came from social and was a close knit collaboration from conception to execution. Social selected 3 YouTube beauty influencers and I worked with the girls to get quotes about the products featured in our November Beauty book. I then turned the catalog into a how-to get #partyparty manual—from am skincare to pm color, and everything in between. We then had the vloggers create instructional videos and promote the campaign on all of their social channels—YouTube, their blogs, Twitter, Instagram, etc. A digital component accompanied the book as well in a form of a day-in-the-life of each girl. Last night, cover girl Evelina Barry led a beauty crawl through Lord & Taylor's flagship Fifth Avenue beauty floor that garnered a huge turn out. Tonight and this weekend, L&T's Fifth Avenue location and branch stores will be hosting 10-Minutes To #PartyPretty events. Here are several, but not all, of the components involved in the retailer's first real omni-channel campaign.

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Lord & Taylor: Men's Scene

Lord & Taylor: Twitter