Maybelline is a world-famous make-up brand. However, unlike competitors, it is sold exclusively through third-party retailers in the UK.
For this reason, the brand struggled to communicate directly with customers, so our challenge was to build and operate the first direct retail activity for Maybelline in the UK; building brand love and affinity and, through education, building basket size!
We created a premium pop-up kiosk in Bluewater Shopping Centre, Kent. With a prominent, mid-mall location, we designed a memorable and engaging makeover experience, with beauty experts on-hand to give makeup tutorials, showcasing a wider range of products than available in other retailers.
We traded for six months and created a number of marketing campaigns using digital screens and communications across the Centre. We also developed bespoke gift sets and limited edition products to get customers excited around key moments like Christmas!
“It’s a really beautiful way to bring the brand to life and it brought the modernity and expertise we were lacking before!”