Case Study: Hema relaunches its refillable beauty line with So PR

Hema launches Beauty Box at Amsterdam Centraal with So PR and 95 creators

The customer Hema faced the challenge of relaunching its refillable beauty line in a way that felt both new and unmistakably true to its brand. The vendor So PR was engaged to help create a product launch that would achieve this.

So PR designed and implemented a life-sized pop-up installation, the HEMA Beauty Box, at Amsterdam Centraal. This activation transformed the station into a beauty playground with interactive experiences, successfully blending Dutch nostalgia with modern beauty. The results included high visibility and strong shareability, with the event attracting 95 creators and coverage from 45 media titles.

Hema