The Challenge

To establish an innovative overhaul and 360 treatment for Stockmann department store’s main beauty marketing campaigns, by answering to the demand of growing market, driven by the key customer segment of ageing cosmetic-lovers. 57% of female customers prefer to try products in-store before purchasing, even though online shopping is on the rise. The omnichannel marketing campaigns should feel like a natural extension of the department stores and  reflect the most important commercial mega trends: wellness and inclusivity.

What we did

We transformed the entire identity of the Stockmann's beauty department, making it trend forward, visionary yet highly commercial. We created an omnichannel framework of assets creating continuity and recognisability for the campaigns, as well as adding Stockmann’s authority and guiding role as a shopping destination. An effective and distinctive tone of voice and visual look across all touchpoints, reflect confidence, ease and expertise. The omnichannel content is full of inspiring guidance, tips, advice, in an easily shoppable form, ensuring resonance with the target customer group. 

Stockmann is a Finnish retailer established in 1862, operating in addition to Finland, also in Russia, Estonia and Latvia. The project was done under John Brown Media / Dentsu Aegis Network.


Brand Consultation

Creative Direction

Image Direction

Campaign Visuals

Omnichannel Content Strategy

Content Production

Editorial Design


Social Media


© 2021 by Studio Bonny. 

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