From beauty retailer to cultural phenomenon

Sokos Emotion needed to connect with a younger, more skeptical Generation Z audience that viewed the brand as traditional. One-way advertising wasn't building the kind of emotional connection needed to drive growth.

Vapa designed and executed the 'Box of Emotions' — a physical-digital hybrid concept functioning more as a cultural installation than a traditional campaign. At its centre was a pink fitting room: a physical space for exploring beauty and emotion, turned into a powerful content engine. Vapa combined the credibility of Sokos's own beauty professionals with the authentic voices of trusted influencers, bridging expert knowledge with relatable storytelling.

Follower count grew by 696%. Sales within the target group tripled (+300%), and online sales for the under-25 demographic grew by +54%. The work won the 2024 Content Marketing Award.