David Jones Beauty Cut
A cut above the rest
Introducing The Beauty Cut by David Jones – a cut above the rest for the beauty-obsessed. Australian luxury department store David Jones appointed us to create and launch an innovative beauty platform designed to disrupt the fiercely competitive online beauty space.
Our task was to build a unique offering that would captivate beauty lovers and set David Jones apart in the market by showcasing their innovation, variety and exclusive access to top beauty brands and experts. We focused on curating the best in beauty, emphasising their diverse offerings.
From ideation to strategy, naming, and ongoing content creation for all digital channels, PSS played an integral role in shaping the platform’s success. The result is a visually stunning and engaging experience that resonated deeply with beauty enthusiasts and helped establish David Jones as a major player in the digital beauty space.
“The campaign was a huge success and outperformed by DOUBLE all the clicks, engagement, and reach of the beauty season launch the year prior. It achieved its sales targets within two weeks of a seven-week activity period, and we saw enormous benefit in having bespoke content for each channel.”
Anna Petricevic, Senior Beauty Marketing Specialist, David Jones
