Space NK Celebrates Importance of Self-care for Diverse Beauty Space Campaign

Space NK has launched its first advertising campaign in over ten years and celebrates the breadth and individuality of beauty routines that have emerged after a year which has seen a surge in people taking time out for self-care.

As the ultimate curator of some of the world's most in-demand beauty brands, Space NK is the go-to destination for global beauty discovery. The brand has 76 stores nationwide and an e-commerce platform, both offering a dedicated team of expert, 'Beauty Advisors', who drive the retailer's USP of customer-centric advice. Whether a customer is looking for the latest' trending' skincare ingredient or a fail-safe makeup staple, Space NK offers an expertly crafted edit of the most exciting and innovative beauty on the market.

The brand appointed creative agency FCB Inferno, who is best known for the ground-breaking and now world-famous 'This Girl Can' campaign, following a competitive pitch. The pitch was overseen by chief marketing officer Emma Simpson-Scott and is the first time that the retailer has invested in a significant brand platform campaign. 

FCB Inferno was tasked to create a cross-channel marketing campaign that showcases the Space NK brand proposition and bring it to life in multiple 'spaces', focusing on increasing brand awareness to extend reach and familiarity and ultimately attract new customers.

The campaign, ‘This is your beauty Space NK’, brings to life that beauty is different for everyone, and that whether it gives you confidence or is your moment of escape, everyone deserves a beauty 'space' that is theirs to own.  Each person's space may look different, yet there is commonality in an uplifting moment of self-care, an empowering slick of your fail-safe lipstick and a confidence-boosting spritz of your favourite fragrance. 

The film shows just some of the creative ways that people have claimed space for themselves over the past year; from taking on ‘Couch to 5K’ with their favourite winged liner, balancing parenting with being Zoom meeting ready, creating an at-home beauty salon, or a mood boosting moment of selfcare.

The creative explores the importance of individuality in beauty and discovering what works for you. The brand's beauty advisors both instore and online, are dedicated to helping customers find products that work for them on their terms.  It is their choice, their approach to beauty, and it is their beauty' space.'

The campaign will encompass multiple channels, including TikTok, BVOD, paid social, display and YouTube. Imagery from the campaign will feature in Space NK windows across the entire store estate. We also see the cast's personal beauty space as part of an array of empowering and relatable mantras that will be used in store and on social media, such as ‘Sorry, I have plans with myself’, ‘Running on coffee and dry shampoo’, and ‘Skincare is my self-care.’

The film is directed by Margot Bowman, fresh from her anger-provoking 'Hey Girls' work highlighting period poverty and was produced by Ad Age's Production Company of the year, PRETTYBIRD, who has recently worked with artists including Beyonce, Lil Nas X and Paloma Faith.

Emma Simpson-Scott, chief marketing officer at Space NK, said: "We've been on a roller coaster of a journey with our customers over the last 12 months. They have supported us through an incredibly challenging period for retail, and now more than ever, we want to put them at the forefront of everything we do. This campaign provides us with a powerful opportunity to better serve and represent our existing customers, welcome new customers with open arms and show that beauty is a space to call your own. With personalised advice and hand-picked products, Space NK is the perfect destination to help you find your beauty space.

Director and photographer Margot Bowman said: "Beauty is a powerful space to explore identity, the rituals and routines of beauty create space for vulnerability and connection - with ourselves and each other. Reframing through the experience of the last 12 months has been really interesting, because the way we do beauty and who we do it 'for' has shifted. It's been a real pleasure to bring this new world to screen in an intimate and playful way with our cast and collaborators."

FCB Inferno's Sharon Jiggins added: "Space NK is an exceptional omnichannel proposition – the curation and attention to detail you'd expect from a luxury boutique, with the accessibility and brand trust of a much larger retailer. Space NK's innovation and entrepreneurialism presents a unique opportunity to connect with customers and gave us a wonderful platform to showcase that beauty is how you – not society - defines it, free from judgement. It serves as a reminder about how important it is to take time out for yourself however you define self-care. Our incredible cast show that this truth applies to everyone, regardless of gender, race or age."

'This is your Space NK' launches on Monday 21st June.