The fusion of beauty and festivals
This summer, the BST Festival in Hyde Park made a lasting impression by offering festival-goers an exceptional experience.
In partnership with Superdrug and Unilever, this innovative activation embraced the spirit of experiential marketing and large-scale retail brand engagement.
Designed to reward members of Superdrug’s Health and Beautycard, the initiative successfully combined music, beauty and conviviality.
It created a powerful and memorable moment during one of the season’s flagship events.
An immersive and inclusive festival experience
At the heart of the festival, several iconic brands — Solait, Vaseline, Sure, Simple, TRESemmé, Liquid IV, Revolution, and Lynx — were invited to present a complete range of skincare, haircare, and beauty looks. Each was tailored to the festive atmosphere.
Through interactive activations, fun games, and personalised advice, this initiative stood out as an innovative and engaging brand experience.
A VIP terrace offered participants an exclusive relaxation area. They could sip drinks while enjoying a breathtaking view of the main stage.
This setting amplified the impact of retail marketing, creating a welcoming and unifying environment that enhanced the overall customer experience.
Operational rollout and activation success
Our UK agency N2O, a specialist in in-store activation and event marketing, flawlessly orchestrated the project. This expertise was essential for a large-scale event like the BST Festival.
The setup of stands created a smooth and immersive experience. It also ensured maximum visibility for partner brands in a highly crowded environment.
Coordination between the Superdrug, Unilever, and N2O teams was key to delivering a seamless customer journey. The experience featured key moments such as games, sample distribution, and relaxation on the VIP terrace.
