Hyland revives Bourjois brand in Australia for Bastille Day

14 July 2016

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Bourjois is ranked the number three mass premium make-up brand in Europe, but remains relatively unknown in Australia - until now.

Coty Australia has been given the task of relaunching a Parisian make-up brand, Bourjois. Teaming up with the Hyland Group, Coty has developed a campaign to bring awareness to the brand Down Under.

The “Paris’ Best Kept Secret” spot launches today on Bastille Day – marking the anniversary of the French Revolution.

In the ad, we see women all over Australia discover beautiful pink boxes in surprising locations around Sydney, such as the train station or randomly on the street, filled with Bourjois products.

Hyland account director Thomas Peck says: “To really dial up the heritage of the brand, we scouted the most Parisian-like locations to capture the emotion and essence of Paris. We shot at St James Station, reminiscent of the metro, Felix Restaurant and Angel Place representing the City of Love’s streets and Archibald fountain in Hyde Park, designed by French artist François-Léon Sicard in 1926.”

This Bourjois activation launch is one of many expected to come from from the stable of brands within Coty this year.


Client: Coty Australia
Marketing Director: Monique Smith
Brand Manager: Laure Pichon
Creative, Media, Social & Activation agency: HYLAND Group
COTY Client Lead: Esther Wilson
Creative Account Director: Thomas Peck
Head of Digital: Bhanu Singh
Head of Social: Deb Mundell
Senior Account Manager: Paige Wheaton
Film Director: Gemma Lee
Producer: Michael McInerney

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