Create an out-of-this-world experience to celebrate the launch of actress Millie Bobby Brown’s ‘Florence by mills’ beauty range in Boots.

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Target audience active on social media and Millie Bobby Brown fans.

Expressing individuality is important to them.

Strategy was to create a playground of self-expression.

Two activity days in the Covent Garden Boots store

Meet & greet with founder Millie Bobby Brown

DJ, MUAs, flower wall photo op & full store takeover.