Motion, OOH, Media, Experiential, Gamification
Huda Beauty The Huda Vault
The Brief
Huda Beauty approached One Agency Media to create a launch moment worthy of one of the brand’s most anticipated releases to date, “Easy Bake Intense”. With years of anticipation surrounding Huda Kattan’s first fragrance launch and a global community ready to experience it, the challenge was clear, create a high-impact consumer activation that could generate real-world excitement, drive social conversation, and introduce the unreleased fragrance to thousands of consumers ahead of launch. The campaign needed to do more than sample a product. It had to capture attention in one of London’s busiest locations, give fans a reason to take part, and translate the energy of Huda’s online community into a live brand experience built for participation, content, and momentum.
Process
To bring the launch to life, we developed The Huda Vault, a fully integrated consumer experience designed to turn fragrance discovery into an interactive challenge. Working alongside our sister company, One Events, we combined experiential, digital, creative, and production expertise to create a campaign that blurred the line between physical and digital engagement. At the centre of the activation was a custom-built vault installation, supported by a carefully designed consumer journey that encouraged thousands of fans to queue, take part, and try to crack the code!
A key part of the experience was the bespoke digital platform developed by our web and development team. Visitors entered the experience via QR code before progressing through a custom-built mobile game inspired by the fragrance’s key scent notes. As users completed each level, they unlocked unique access codes, building anticipation as they moved closer to the front of the queue and their chance to crack The Huda Vault. Behind the scenes, a sophisticated ecosystem of landing pages, CRM capture, code generation, Twilio integration, winner management, and real-time backend support worked seamlessly to keep the experience engaging, scalable, and operationally efficient throughout the day.
To amplify the launch beyond King’s Cross, we delivered a multi-channel content strategy designed to build anticipation before, during, and after the activation. This included a CGI and VFX-led teaser campaign, created entirely in-house, which brought the vault concept to life across social media and generated significant organic engagement before the event even opened. Combined with influencer activity, brand ambassadors, wrapped London taxis, live content capture, and an 8,000+ viewer livestream, the campaign extended far beyond the physical footprint of the activation, transforming a single-day event into a launch moment experienced by audiences both on-site and online.
Results
Delivered within a one-month turnaround and powered by more than 1,000 collective hours across strategy, creative, development, production, CGI, experiential, and event teams, The Huda Vault exceeded expectations at every stage. From attracting thousands of consumers to King’s Cross to generating millions of social views, the campaign transformed a fragrance launch into a highly anticipated cultural moment for one of the world’s biggest beauty brands.