News Special Beauty Pop-Up
Beauty is stepping out of the screen and into real life. Pop-up stores are where brands bring their universe to life — for a short time, in a unique place, with a special experience. Visitors don’t just discover products. They touch, test, smell, share… and live the brand. More than a simple retail format, beauty pop-ups have become creative spaces where new ideas are born and where connection happens. In this special Beauty Pop-up edition, we take you through the most inspiring concepts of the moment.
The Puig x Sephora Carousel brings Christmas magic
Puig and SEPHORA created a memorable event at Gare Saint-Lazare with a magical pop-up: a carousel featuring four iconic brands, Jean Paul GAULTIER, Rabanne, Carolina Herrera, and Nina Ricci. This 100m² pop-up immersed visitors in the magic of Christmas through sensory and indulgent experiences: Nana cookies, a hot chocolate bar, tea time, scented greeting cards, a photobooth, and of course… surprises to win!
More than just an experience, the activation was a strategic success. Designed to combine visibility, desirability, and drive-to-store, the event generated exceptionally strong traffic to SEPHORA stores. Its impact was further amplified by an influencer wave and a stamp system unlocking exclusive in-store offers. By turning everyday life into a moment of wonder, Puig and Sephora demonstrated the power of experiential retail in boosting year-end sales.
Festival & Retail: Beauty takes over BST at Hyde Park
Superdrug and Unilever teamed up to create a unique multi-brand beauty experience at the heart of the prestigious BST Festival. The main goal of this activation was to celebrate and reward loyal members of Superdrug’s Health and Beautycard. This VIP space offered attendees a one-of-a-kind experience, combining enjoyment and fun.
Brands such as Solait, Vaseline, Sure, Simple, TRESemmé, Liquid IV, Revolution, and Lynx provided skincare, haircare, sun protection, festival-ready beauty, and entertaining games. The experience was completed with a VIP terrace offering refreshing drinks and breathtaking views of the main stage. This activation showcased the power of experiential marketing in a leisure context. It helped create a strong connection between everyday brands and their audience, while effectively recognizing customer loyalty.
Mixa hits the road again with its “Zones Sensibles” tour
After the success of the first edition — which earned the Award for best event & experiential strategy deployment — Mixa is back on the roads of France with the second edition of its travelling pop-up. Once again, the brand is taking on a major social issue: the alarming shortage of dermatologists in France. Staying true to its mission to bring comfort and relief to all sensitive skin, Mixa visited in the most affected areas to offer personalized dermo-cosmetic advice and immediate skincare solutions tailored to everyone’s needs.
The tour stopping in 10 hypermarket car parks across France, right at the heart of consumers’ everyday lives. On the agenda: an experiential pop-up, exclusive animations, and a drive-to-store strategy supported by a 360° activation combining media, influencer, and field engagement.
Lancôme celebrates 90 years with a Pop-Up in Shanghai
To mark its 90th anniversary, Lancôme has created a unique pop-up experience in Shanghai: the Train of Happiness. This immersive journey invites visitors to explore the brand’s history and vision of beauty through a pastel-pink, time-traveling train.
From “1935 Paris” to “2025 Shanghai,” the event offers a sensory experience that goes beyond a traditional exhibition. Guests step into a world where time, science, and emotion intersect. Every detail tells a story: train carriages transformed into cafés, fragrance rooms, photo spots, and themed drinks—all wrapped in Lancôme’s narrative. It’s a poetic and innovative way to celebrate 90 years of elegance and beauty.
Glossier takes Brooklyn “In The Clouds” with its Pop-Up
Glossier, Inc. recently brought its Cloud Paint Plush Blush pop-up to Brooklyn. Visitors were invited to literally put their heads in the clouds. Guests enjoyed bouncing around oversized walls and snapping photos in a dedicated photo booth. They also experienced the pillowy-soft texture of Cloud Paint blush in real life.
Each blush purchase included a complimentary embossing. Early arrivals had the chance to win a free puffy bag. Others received a surprise from Glossier’s holiday collection. This playful pop-up offered a fun way to explore Glossier’s whimsical world. It also celebrated beauty in a truly interactive setting.
