RETAIL POP-UPS
Today’s beauty pop-ups are opting for phygital interaction and the experiential to raise brand awareness. Amanda Pauley explores luxury pop-ups’ new retail power
POP-UPS TOPof the T
he excitement of in-store discovery is back with a bang thanks to the unbelievable transformation of beauty
pop-ups over the past 12 months. Gone are the old school selfie walls and Instagrammable ball pits as key attractions, replaced with a refined focus on gamification and the experiential. Touchless digital experiences and immersive elements that reward customers for engagement have delivered unmissable luxury events.
“Experiential is buzzworthy,” says Nicole Falco, Partner at marketing firm TH Experiential Agency, which helps beauty companies like Sephora and Benefit market pop-ups.
“At these spaces, you can empower people to learn, try and play via a personalised experience, while facilitating retail, data collection and qualitative feedback.
“Plus, pop-ups are a much stronger touchpoint for converting people as all demographics, especially Gen Z, are not as receptive to traditional advertising as before.”
THE LUXURY POP-UP 2.0 The age-old retail trend took on many new forms in 2022, which catapulted the concept to another level.
48 January 2023
The Inkey List’s ten-day immersive space in London’s Covent Garden in March integrated physical and digital elements so visitors could build their own skin care recipe. On entry, consumers created a myINKEY profile on their mobile, which allowed them to add products to their basket based on the British brand’s recommended five-step routine. Guests scanned QR codes in each zone – Clean, Hydrate, Treat, Moisturise and SPF & Scalp – to access content on products and save their preferred choices. These were then delivered to their homes. Visitors could also learn more about the products by either interacting with the brand’s on-site experts or testing their ingredient knowledge with a series of interactive
mobile games, providing the best of both worlds.
Drunk Elephant’s two-day France- based activation House of Drunk Paris in October gave visitors a “feast for the senses”, with a focus on engagement to drive brand loyalty.
The space was dressed with playful and social-worthy motifs in the skin care brand’s colour palette, combined with immersive experiences. A personalised Smoothie Mixing Station, bespoke charm creating station and interactive walk through Ceramighty Tunnel – which taught guests about its latest Ceramighty AF Eye Balm – were among them. Make-up brand Shiseido’s seven-day London pop-up in September, meanwhile, not only included educational masterclasses and panels, but featured digital interaction points. When standing in front of an immersive screen, guests were encouraged to interact with it by moving their body, which created a piece of digital art they could post on Instagram using a QR code.
The Inkey List’s Covent Garden pop-up in March encouraged visitors to scan and save their product picks, which were later delivered to their homes
WAVING GOODBYE TO BAD HABITS
These new-age pop-ups have allowed consumers to interact with companies in a 360-degree way that goes beyond a
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