HEMA BEAUTY BOX
The reintroduction of HEMA’s refillable beauty line
How do you relaunch a beauty line in a way that feels unmistakably HEMA, yet completely new? By thinking outside the box and stepping right back into one.
For the reintroduction of HEMA’s refillable beauty line, So PR partnered with the brand to create the HEMA Beauty Box: a life-sized pop-up kijkdoos at Amsterdam Centraal. A playful nod to Dutch childhood nostalgia, reimagined through a modern beauty lens.
Inside the installation, visitors stepped into a colourful beauty universe featuring :
✓ touch-ups by professional make-up artists using the newly relaunched refillable beauty collection
✓ a DIY station where guests created custom bag charms for their HEMA lipstick
✓ HEMA-inspired treats, including lipstick-coloured tompouce bites
✓ live music by Perlau, transforming one of the country’s busiest stations into a temporary beauty playground
Our approach
To amplify the launch of HEMA Beauty Box, So PR invited a curated mix of creators, tastemakers, and media to experience the activation firsthand at Amsterdam Centraal.
The guest list included 95 creators, among them Saslooks, Rosalie Tacx, Thomas Drinkenburg, Diggy Dex, and Mathijs Geuze.
In addition, 45 media titles attended or covered the launch, including Avant Garde, Grazia, &C, FashionUnited, Cosmopolitan, Adformatie, and Textilia.
Impact
A simple hello. A simple idea. The nostalgic childhood kijkdoos, reimagined as a modern brand experience.
The relaunch didn’t just create awareness. It sparked cultural relevance, nostalgia, and a renewed sense of Dutch pride around refillable beauty.
Results
High visibility, strong shareability,
and a beauty moment that made commuters stop in their tracks.
