SEEN Group Rebrands Its Events And Brand Experience Department As SEEN BX

Due to the continued success of its Events and Brand Experience team, SEEN Group has announced the rebrand of this department as a standalone division: SEEN BX.

Working in synergy with SEEN Group’s three other divisions, Beauty SEEN, SEEN Works and CXS, SEEN BX is uniquely positioned and trusted to design events and experiences for maximum impact due to the division’s innate understanding of the category, consumer and creator. SEEN BX is set to redefine what brand experiences can achieve in the beauty sector, personalised to the audience need.

SEEN BX has already achieved great international success in revolutionising how beauty brands connect with their audiences via original, dynamic, interactive and audience first brand experience. The team has capabilities in international markets, spanning across all areas of event production and brand experience, with 2024 highlights that include the launch of Fenty Hair, consumer pop-ups with L’Oréal and Simple and large-scale press/influencer events with Shiseido, CeraVe and Vichy. SEEN BX’s successes have led to this new restructure and official division launch, bringing with it a wealth of exciting opportunity.

As SEEN BX continues to develop, welcoming new talent and expanding its global footprint, it marks an important moment for SEEN Group, ensuring the business remains at the forefront of beauty specialist experiential marketing, offering a unique blend of beauty expertise across Strategy, Creative and Production services.

The department is led by SEEN Group seasoned expert and Divisional Director Natasha Hulme alongside Head of SEEN BX Caitlin Moore, who brings 15 years of brand experience and event production expertise from her experience at agencies including Brands at Work, Design Scene, and Engine. Moore has been instrumental in shaping the new division over the past 18 months and identifying exceptional talent to join the team.

Also joining the global SEEN BX team:

• Robyn Grant, Creative Director, formerly of Burberry and Chanel (based in London)
• Kirsten Short joins as Senior Producer from Backlash (based in London)
• Chelsea Mtada, formerly of Amplify, takes on the role of Senior Strategist (based in London)

In addition to senior hires, SEEN BX will continue to nurture young events talent from The Event Academy as part of SEEN Group’s Graduate Scheme. Alice Collie, Events Assistant, is our most recent graduate to join the team, supported by Production Coordinator, Mya Ansell.

“This moment represents a noteworthy progression in our Brand Experience offering, where we have seen significantly more interest given the transformative nature brand experience as a tactic can play in well-crafted integrated marketing strategies, from both existing and new clients. With the growth of the SEEN BX division, we’re excited to help beauty brands approach experiential marketing, promising a future where every product launch, influencer event, or corporate gathering becomes an opportunity for immersive storytelling, brand building and community engagement, driving content and commerce.”

– Natasha Hulme, Division Director, SEEN BX and SEEN Works.

The division’s current stand-alone global clients include multiple brands from L’Oréal Group, Unilever, Shiseido and Estée Lauder. Additionally, SEEN BX will leverage SEEN Group’s existing global client portfolio, bringing experiential concepts to brands such as Living Proof, Malin + Goetz and Fenty Beauty