Belfast cosmetics brand turns heads with inclusive new wrapped bus campaign

Following an outdoor advertising debut this year, BPerfect Cosmetics has extended its high street presence with an impactful wrapped bus campaign for its flagship Chroma foundation and concealer range.

Created by Brendan McDowell in 2013, the innovative cosmetics brand secured investment following an appearance on Ireland’s Dragons’ Den in 2017 and is now available in over 2,000 stockists worldwide including its own mega store located in Belfast City Centre.

Having played host to many iconic campaigns over the years, this latest wrapped bus from BPerfect is no exception. Wrapped buses are seen as a must-have format, capable of achieving brand fame and encouraging social engagement. In this instance, the one-of-a-kind bus is also driving message relevancy through proximity placement to BPerfect’s Belfast-based mega store.

Talking about the use of a wrapped bus as part of BPerfect’s foray into outdoor advertising, Allan Halsall, Media Director at ASG & Partners said:

“With its sheer scale and ability to instantly draw the eye, a double deck wrapped bus was an integral part of the BPerfect launch campaign. Both high impact and unmissable, it was the ideal canvas to showcase the striking new campaign creative for the Chroma range”.

Champions for inclusivity, diversity, and individuality, BPerfect have extended this ethos to their wrapped bus creative treatment to represent today’s cosmetic users. Something which has been welcomed and celebrated by consumers according to Global’s own audience insight community.

Rebecca Rodgers, Account Manager at Global said:

“The BPerfect brand is innovative and refreshing, both in terms of its products and its attitude. It’s great to see a brand of this scale not shying away from using one of the largest outdoor canvasses available to champion inclusivity. It’s also something which has not gone unnoticed by local consumers.

We recently used our work.shop.play. community to crowdsource opinion with 16% describing the BPerfect Cosmetics wrapped bus as “progressive” and “forward-thinking” whilst over a third described it as “inclusive”.

It was also no surprise that 52% said the wrapped bus was “hard to miss” and 45% said it was “attention-grabbing”.

Further insight from Global’s work.shop.play. research into the cosmetics brand revealed that BPerfect products make an ideal gift with almost a fifth of respondents saying that even though they don’t use the products personally, they would consider buying BPerfect as a gift. 18% also told us that they didn’t currently use BPerfect products but really wanted try them in future.