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Jun 21, 2021
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Space NK launches first ad campaign for a decade, focuses on self care

Jun 21, 2021

UK beauty retailer Space NK on Monday launched its first advertising campaign in over 10 years with a creative concept that’s appearing across multiple media platforms, as well as featuring in the windows of the retailer’s now-open stores.

Space NK

Called This is your Beauty – Space NK, it worked with creative agency FCB Inferno to come up with the idea. It showcases that “beauty is different for everyone. Everyone has their own perceptions, approach, and priorities. Whether it gives you confidence or is your moment of escape, everyone deserves a beauty ‘space’ that is theirs to own, free from judgement”.

The company explained that in the past 12 months, Google searches for “self-care routine” surged by 250%, the highest since 2004. And Mintel research found that 48% consumers have spent more on beauty and personal care products since the start of the pandemic, while 51% had bought beauty and grooming products to boost their mood. 

The new campaign reflects all of this and features a diverse cast representing real Space NK customers across ages, genders and backgrounds. 

It shows “creative ways that people have claimed space for themselves” during the pandemic, “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 self care”. 

While each person’s space may look different, the unifying theme is “an uplifting moment of self-care, an empowering slick of your failsafe lipstick and a confidence-boosting spritz of your favourite fragrance”.


The company said it’s all about exploring the importance of “individuality in beauty and discovering what works for you”.

The campaign comes as the company said that its stores may have been closed for big chunks of the last 15 months, but beauty remained a consumer priority.

It said that in 2020, “customers were more excited by new beauty launches than ever before — trending launches sold up to 1.6 units per minute and the appetite for new discoveries has continued as stores reopened”.

Marketing chief Emma Simpson Scott added: “When it comes to beauty, everyone has their own perceptions, approach and priorities.  Our new campaign embraces the importance of individuality in beauty and discovering what works for you. Our beauty advisors both in-store and online are dedicated to helping customers find products that work for them on their terms.  It’s their choice, their approach to beauty and it’s their beauty ‘space’.”

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