Hudson’s Bay PR Company (HBC) engaged Yulu to publicize its newly renovated beauty department with a goal to be positioned as a luxury spot for cosmetic enthusiasts — sitting second to none when it comes to the experience of trying and buying beauty products.

Yulu organized a VIP media preview with personalized beauty experiences for top lifestyle media in the region. The preview featured a tour from the Senior VP of Beauty at Hudson’s Bay Company, including a one-on-one tutorial with top cosmetic brands such as Shu Uemura, Kiehl’s, Dior and Shiseido. Also included in the experience was an opportunity to preview HBC’s newly designed shoes, handbags, and women and menswear departments prior to HBC’s grand reopening.

In two days, Yulu filled all of the available spots with reporters from Vancouver Sun, Montescristo Magazine, Vancouver Magazine, Vitamin Daily and Cosmetic Proof. Each outlet posted positive reviews of the beauty experience alongside strong images of the new space.