Reinventing proximity for the sake of well-being
True to its mission of bringing comfort and relief to all skin types, Mixa reaffirms its commitment through a high-impact field campaign carried out in collaboration with GLOBE GROUPE. In a context marked by declining purchasing power and increasing barriers to access to care, the brand has chosen to meet people where they are with its travelling pop-up “Mixa Sensitive Zones”, deployed at the heart of rural and semi-urban areas. This initiative is aimed particularly at residents of these regions, who are often far from traditional beauty retail networks, and reflects the brand’s desire to rebuild a genuine and caring sense of closeness.
By stepping directly into consumers’ daily lives, Mixa is embracing a new momentum in experiential marketing, where human contact and local presence become key assets for strengthening trust and long-term brand loyalty.
A shopper-focused activation at the heart of local communities
With support from GLOBE GROUPE, Mixa designed a mobile and immersive setup for an accessible, authentic care experience. The Mixa Sensitive Zones pop-up was installed in supermarket parking lots, meeting residents directly where they live.
Inside, the warm space offered personalised skin diagnostics and tailored advice to visitors. Experts shared their know-how in a friendly and caring atmosphere. Each visit became a special moment of exchange, strengthening human proximity and Mixa’s product credibility.
This local, interactive approach created a genuine emotional impact. It also fostered strong attachment among audiences often distant from traditional beauty experiences.
A high-impact campaign for the brand and its audiences
The success of this initiative shows the power of shopper marketing when proximity is central to the strategy. The Mixa Sensitive Zones pop-up remained popular throughout its deployment, proving the value of a mobile format. This approach created direct engagement with consumers in their everyday environments.
Beyond high footfall, the campaign immediately boosted Mixa’s visibility and market share. It also strengthened the brand’s image as caring and accessible. By focusing on local presence, real care, and listening to community needs, Mixa demonstrates the impact of shopper activations.
GLOBE GROUPE’s approach transforms brand values into tangible and memorable consumer experiences.
