The 'Halloween in Kikoland' campaign by KIKO leverages a fantasy-driven narrative to position the brand as a catalyst for creative self-expression through makeup. By drawing inspiration from the iconic tea party scene in ‘Alice in Wonderland,’ the campaign promises consumers a transformative and immersive experience where vibrant colors and bold looks enable them to bring imaginative Halloween costumes to life. This aligns with KIKO’s broader brand proposition of empowering individuals to explore and experiment with beauty as a form of personal storytelling.
Strategically, the campaign taps into the seasonal relevance of Halloween to engage an audience seeking distinctive and playful makeup inspiration. The creative angle of a surreal, whimsical journey allows the campaign to stand out within the beauty industry by offering a narrative that blends fantasy with tangible product utility. Targeting makeup users interested in themed looks and creative experimentation, the campaign connects emotionally through a well-known cultural reference, enhancing relatability and memorability. The use of film as a storytelling medium, combined with vibrant visuals and character-driven narrative, is designed to capture viewer attention online, encouraging engagement and brand association with imaginative beauty experiences.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
The 'Halloween in Kikoland' campaign most closely aligns with Format #12, Parody or Borrowed Format, as it clearly draws inspiration from the iconic 'Alice in Wonderland' tea party scene. The narrative isn’t built around a conventional problem/solution or exemplar story arc but instead transports viewers into a surreal, fantasy scenario reimagined through KIKO's beauty products and vibrant cosmetic looks. This borrowed fantasy setting is central to the creative device, seducing the audience with references to a culturally significant story world while showcasing the product as part of the magical transformation. The heavy reliance on the Wonderland aesthetic and narrative cues directly tie the communication method to this borrowed creative format, rather than attempting to demonstrate, compare, or narratively resolve a specific problem.
1. Sephora – Market Positioning
Sephora positions itself as a premium beauty retailer offering a wide range of cosmetic and skincare products from luxury and emerging brands. It emphasizes a curated, experiential shopping environment both online and in-store, supported by expert beauty advisors, innovative services, and an inclusive product portfolio catering to diverse consumer needs.
2. MAC Cosmetics – Market Positioning
MAC focuses on professional-grade makeup with bold, trend-setting products popular among makeup artists and consumers alike. Its strategic angle revolves around creativity, inclusivity, and self-expression, often collaborating with artists and influencers to stay culturally relevant and promote diversity.
3. NYX Professional Makeup – Market Positioning
NYX targets younger, trend-conscious consumers by providing high-quality makeup at mass-market prices. It differentiates through bold, innovative, and colorful products combined with active social media engagement and collaborations that appeal to millennials and Gen Z.
4. Urban Decay – Market Positioning
Urban Decay is known for its edgy, rebellious brand personality and long-lasting, high-performance products. It focuses on individuality and self-expression with a strong emphasis on cruelty-free formulas, appealing especially to consumers seeking alternative, bold beauty statements.
5. L’Oréal Paris – Market Positioning
L’Oréal Paris leverages its heritage as a global beauty giant by offering a broad product range that blends cutting-edge scientific research with accessible luxury. It differentiates with trusted innovation, extensive advertising, and inclusive messaging to cater to diverse age groups and ethnicities worldwide.
Q: What is Halloween in Kikoland about?
A: Halloween in Kikoland is a 2017 film campaign created for KIKO by the agency The Big Now, targeting the beauty market. The campaign transports viewers into a surreal, fantasy world inspired by the iconic tea party scene from Alice in Wonderland, where four main characters guide the audience through a vibrant, twist-filled setting. Designed to celebrate Halloween, the film showcases KIKO’s bold makeup products and encourages creative self-expression, positioning the brand as a source of inspiration for imaginative and transformative beauty looks during the festive season.
Q: What creative device does Halloween in Kikoland use?
A: Halloween in Kikoland employs the Parody or Borrowed Format, classified as FORMAT#12 in Clapboard’s 12-format taxonomy. This creative device draws directly from pop culture by reimagining the famous Alice in Wonderland tea party scene, using its surreal and whimsical narrative as the foundation for the campaign. Rather than following a traditional problem/solution structure, the campaign immerses viewers in a borrowed fantasy world, using recognizable story cues to showcase KIKO’s makeup as a tool for magical transformation and creative experimentation.
Q: What is the campaign proposition for Halloween in Kikoland?
A: The campaign proposition for Halloween in Kikoland centers on positioning KIKO as a catalyst for creative self-expression through makeup, targeting beauty consumers seeking inspiration for distinctive and playful Halloween looks. By leveraging the fantasy-driven narrative of Alice in Wonderland, the campaign invites individuals to explore bold colors and imaginative styles, reinforcing KIKO’s broader mission of empowering personal storytelling through beauty. This strategic approach connects emotionally with audiences who value experimentation and seasonal relevance, distinguishing the brand within the competitive beauty landscape.
Q: How does Halloween in Kikoland rank in Clapboard's archive?
A: Halloween in Kikoland holds a Clapboard Campaign Score of 67/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in KIKO's category?
A: In the beauty market, KIKO competes with several prominent brands: Sephora positions itself as a premium, experiential beauty retailer with a diverse product portfolio; MAC Cosmetics is known for professional-grade, trend-setting makeup and a focus on inclusivity and creativity; NYX Professional Makeup appeals to younger, trend-conscious consumers with bold products and strong social engagement; Urban Decay emphasizes individuality and edgy, long-lasting products with a rebellious brand personality; and L’Oréal Paris leverages its global heritage to offer innovative, accessible luxury across a wide demographic.
ARCHIVE.webp)
