OUR BRIEF
To mark the UK debut of Jane Iredale’s new Skintuition Foundation, we curated an intimate press and influencer event designed to introduce this skin-first, buildable liquid foundation to trusted voices within the UK beauty space. Our goal was to generate buzz and brand credibility by targeting early adopters, including beauty editors, content creators, makeup artists, and professionals from the aesthetic trade community.
We aimed to deliver expert-led education through a dynamic, immersive experience that celebrated Jane Iredale’s clean beauty ethos while positioning Skintuition as a high-performance solution for skin-conscious consumers.
our approach
Set in The Greenhouses in London, the event blended beauty education, artistry, and personal connection. Guests were welcomed into a thoughtfully styled space that echoed Jane Iredale’s soft, clean, and elevated brand aesthetic.
The event opened with an engaging makeup masterclass hosted by beauty journalist Nadine Baggott, who introduced Skintuition’s skincare-led formulation, buildable texture, and breathable wear. Nadine also helped bring the brand’s history to life for a new audience, connecting its clean beauty roots to the evolving expectations of modern consumers.
A live demo by Shawn Towne, Global Director of Education & Artistry, showcased the foundation’s performance in action, with VIP guest Melissa Tattam as the model. Guests were then invited to get hands-on, applying the foundation and being shade-matched during an interactive workshop, encouraging exploration, trial, and honest feedback.
The experience reinforced Jane Iredale’s position as a skincare-meets-makeup pioneer, while also serving as a soft reintroduction to beauty insiders previously unfamiliar with, or sceptical of, the brand.
Each guest left with a personalised product kit, including their Skintuition shade and a curated edit of summer essentials, extending the brand touchpoint beyond the event.
THE event
The event brought together 23 carefully selected guests, with a combined social reach of over 1.8 million. Among them were key editors, aesthetic trade professionals, and high-profile beauty creators such as Nicola Chapman and Ruth Crilly, whose positive feedback helped build organic credibility for the new foundation.
With 31 Instagram Stories shared and overwhelmingly positive post-event feedback via email and DM, the campaign resonated deeply with the target audience:
- “Yesterday’s event was lovely. I’m genuinely impressed by the product formulations! Skincare-first makeup is always a win for me – the brand aligns beautifully with everything I love and share.” Zoiea Karim, Senior Medical Aesthetician & Influencer
- “Such a beautiful event you put on, and absolutely loved playing around with the products and formulas – loving the new foundation for my dry skin!” Emma Aurelia, Influencer
- “I had a lovely time. I had so much fun learning how to use all their incredible products!” Yasmine Zweegers, Influencer
This event successfully positioned Skintuition as a hero product for summer while reinforcing Jane Iredale’s evolving clean beauty narrative in the UK market.
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