Character glams up for InstaGlam launch

Stylish launch plan in place for firm’s InstaGlam reveal – the super cool mash-up where collectable fashion doll meets roleplay cosmetics

Written by Georgie Dobie

Posted 20.07.2020 | Products

Character glams up for InstaGlam launch thumbnail

Character Options is readying itself for one of its major launches of the season as the InstaGlam girls arrive in-store, bringing with them stylish roleplay makeup compacts all wrapped up in their very own collectable doll.

Created by Character under the established fashion brand Shimmer N Sparkle, InstaGlam is the super cool mash-up where fashion doll meets cosmetics. Girls can glam their doll with the secret sparkle reveal and then use the hidden compact inside to style themselves too! There are four dolls to collect – each with their own unique style and make-up colours, plus a host of stunning cosmetic cases and kits too.     

The brand has been positively received by the retail sector whose support is to be reciprocated with a high profile and stylish marketing drive. Kicking off the campaign will be a high volume TikTok activity as influencers get ready InstaGlam style for the Character Kids Event at the end of July. 

A new Shimmer N Sparkle InstaGlam website has been created where kids can check out the collection, create their own personalised InstaGlam style graphic boards and watch the makeup tutorials by fashion led kidfluencer, Honey Rose Loves. Adverts across the girls press and pre-roll activity will drive to the site whilst Sony’s PopFun Site will have its own InstaGlam landing page plus a 60 second TV driver to a branded competition.  

As the brand is all about style, celebrity mums and aspirational fashion kids will also be showing off their InstaGlam style over coming months, and all of this will be anchored by a heavy weight TV schedule from mid-August onwards.  

Speaking of the launch, brand manager Kathryn Ludlam said: “After many months of development and careful consideration to position the brand values and play appeal just right, it’s fair to say we are very excited to see the launch date come round. InstaGlam is an incredibly important property for Character Options not just in the UK but internationally too. From August onwards we expect the Shimmer N Sparkle InstaGlam brand to be seen across every platform possible whether core market or aspirational channels, and will ensure they are as popular with kids as they have been with our retail partners.”  

Shimmer N Sparkle InstaGlam stock is now available to order. For more information please call 0161 633 9800.

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