This campaign marked a defining moment in transforming in-person retail experiences into digital brand engagement. When Covid-19 restrictions made physical launches impossible, we reimagined Edgars Beauty’s national event as an immersive virtual showcase that brought beauty and innovation directly to audiences across South Africa.

Working against the clock, the full script, influencer talking points, and set design were conceptualised, styled, and executed within just 12 hours. Every creative element, from the digital flow to the visual styling, was directed and produced personally to ensure the event retained the elegance and aspirational energy of an in-person launch while thriving in a virtual format.

Powered by Matriarch Marketing and Avatar Durban, the experience combined live brand storytelling, tutorials, and product reveals in a seamless online format that captured the essence of Edgars Beauty.

Every moment was beautifully filmed by Icily TV, ensuring that the atmosphere, craftsmanship, and connection reached viewers everywhere. The success of this livestream became a benchmark for hybrid customer engagement in the South African beauty industry.