SHOPPERS WRITE THEIR DEEPEST INSECURITIES ON THE WALL MIRROR OF THEIR CHANGE ROOM IN EXCHANGE FOR A POSITIVE AFFIRMATION IN THE VOICE OF RIHANNA.

STEP 1

Shoppers write insecurities about themselves on the wall of the change room with black light markers.

STEP 2

The shopper begins to try on their desired piece of clothing and the blue light disappears, and so will the negative beliefs they wrote.

STEP 3

Positive affirmations recordings in the voice of Rihanna would be spoken to the shopper in the change room.

Positive validation concept embodies the FENTY brand values.

STEP 4

By engaging with this experience provided by Fenty, the consumer will receive a signed autograph from Rihanna at checkout along with some positive affirmation stickers so they can place them on their mirrors at home.