SEEN Group has announced SEEN BX, a newly rebranded and standalone division dedicated to transforming beauty brand experiences through innovative, immersive events and global expansion.
The division has already achieved international success in revolutionising how beauty brands connect with their audiences, which has led to the restructure and official division launch.
SEEN BX will work in synergy with SEEN Group’s three other divisions, Beauty SEEN, SEEN Works and CXS to design events and experiences, personalised to the audience need.
The department is led by SEEN Group expert and division director Natasha Hulme, alongside head of SEEN BX Caitlin Moore, who brings 15 years of 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 in the expansion are:
- 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.
The team has capabilities in international markets, spanning all areas of event production and brand experience, with 2024 highlights that include the launch of Fenty Hair and consumer pop-ups with L’Oréal and Simple.
Natasha Hulme, division director, SEEN BX and SEEN Works said: “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.”
