The Challenge

“Experience” being a buzzword in today’s retail landscape means beauty brands have been falling over each other to roll out pop-up initiatives. To mark HERA's first anniversary and launch the new HERA Black Foundation in a compelling way, we needed to create an innovative experience in this highly competitive game of whose pop-up is one-up the other.

The Strategy

From celebrity beauty habits to expert tips, women are always looking for the next beauty secret that can help them look their best. Singaporean women are no different. We tapped into this universal insight to create #OURBLACKSECRET: the secret to 24/7 beauty.

The Secret

A secret discovery journey was dropped right on Orchard Road as a nondescript black pop-up box. Every aspect of the experience was shrouded in mystery. Its exterior gave no clue on what to expect within. Once inside, visitors uncovered secret after secret, before discovering the biggest one of all.

SECRET #1 Hidden Entrance

Visitors had to find the secret doorway in this chic walk-in closet to gain access to the rest of the experience.

SECRET #2 The Black Mirror Maze

The secret doorway led to a mirror room filled with neon lights, quotes and props. Visitors were encouraged to post snaps on social media to win prizes. Then, they had to search for the hidden exit to the next zone.

SECRET #3 HERA Speakeasy Bar 12.24

Here, visitors were invited to choose a mystery drink, and encouraged to sign up as HERA members to claim exclusive gifts.

SECRET #4 The New HERA Black Foundation

Visitors met the HERA Black Foundation for the first time in a darkroom that played custom-created content and the product launch video while the product was revealed in a dramatic light show.


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