Montagne Jeunesse Hits the West End
Our communications platform for fun and fabulous face masque brand Montagne Jeunesse is Life’s Little Pleasures, and with a trip to the theatre being top of many peoples’ pleasure lists, Cirkle Body + Soul decided to approach theatre companies to find Montagne Jeunesse the perfect partner. And we did just that – Hairspray the Musical!
One of Britain’s most current shows, its sassy good time tone has proved to be an excellent association, made even sweeter by the fact that neither party has exchanged money! Instead, Cirkle instigated a contra-deal where each benefitted from the other.
And so, due to us, Montagne Jeunesse is the ‘official pampering partner’ of Hairspray The Musical. Among the excellent opportunities that have arisen from this, a limited edition bespoke Hairspray The Musical face masque has been produced, and an on-pack promotion with a money can’t buy prize provided by Hairspray The Musical drives customers to the Montagne Jeunesse website (pictured below).
Hairspray The Musical also promotes the association on its own website, and top price tickets to see the show are being used for retailer and sales incentives, internal communications and corporate hospitality. A full sampling programme is underway to cast and crew in the theatre, and Montagne Jeunesse have been mingling with the stars, with Brian Conley being annoucned as the new cross-dressing star of the show, Edna Turnblad. Cast members also created plenty of noise at the Montagne Jeunesse Clothes Show stand, resulting in brilliant exposure on YouTube and other fan sites.
And there’s more! To maximize the partnership, we’ll be inviting a selection of key beauty press to see the show courtesy of Montagne Jeunesse, we’ll be shouting about it to the trade press and producing a consumer press release full of top pampering tips from the cast of the show – even Brian Conley!