Soap & Glory is a fearless, fabulous and fun loving UK based beauty brand that promises the “best bang for your beauty buck” with a mission to ignite girls to look and act with kick-ass femininity. In 2016, Soap & Glory pushed their presence across the UK and US markets activating at festivals, on campus, beauty events and retail stores, partnering with elevate to deliver a team of specialized brand ambassadors, known as Glory Girls.
Elevate formulated and conducted a rigorous, multi-pronged recruiting approach in search of a talented, glamourous, fun loving, and inspirational group of girls. Following multiple rounds of phone calls, face to face interviews and video submissions, a diverse group of 30 women across the UK and US, comprised of singers, designers, makeup artists, models and entrepreneurs were selected. These girls were tasked with engaging consumers through beauty treatments, actively participating in content creation, and posing for photos with the target demographic. Elevate also sourced and styled unique outfits for each Glory Girl – following the styling brand guidelines. Now in the third full year of partnership, Elevate and Soap & Glory, planning for 2018 has already begun.
In 2016 Soap & Glory sponsored a number of festivals in partnership with iHeartMedia and Live Nation, and in 2017 Beyond Wonderland, Sasquatch, Bonnarroo and Faster Horses. Throughout these thematic campaigns, Elevate styled, trained and deployed the pre-approved squad of Glory Girls in key markets to represent the brand and act as spokespersons across a series of consumer facing events. Glory Girls deliver the fabulous, irreverent and provocative brand messaging.
As an extension of the ongoing 2016 programming, Elevate showcased its full service capabilities by ideating, planning and executing a three-day, on-campus experiential activation at the University of Miami during new student orientation. Glory Girls were on hand to provide makeovers, distribute samples, take branded photos and spread the Soap & Glory brand messaging in an environment that houses its core target of consumers – young, educated and ambitious women and girls. Simultaneously back in the UK, our British Glory Girls toured the country for four weeks engaging with students. Managing a truly immersive and ultimate beauty experience on the Soap & Glory double decker bus, our Glory Girls left a lasting impression with thousands of make up fans.
Soap & Glory has also engaged Elevate to provide Glory Girl teams to have an onsite presence at retailers and beauty industry events such as the Beautycon and Ulta‘s annual conference in Miami, FL. Glory Girls deliver all of the same key program components – product trials, makeovers, sampling, drive to purchase and social engagement to those who are new to the brand as well as brand loyalist and sellers.
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