A Step Further After the Success of the Pop-up Store
Following the success of its pop-up store, Paula’s Choice wanted to strengthen its connection with consumers and reach an even wider audience. The objective: to showcase its SPF skincare range through an impactful, immersive, and interactive activation that would create a direct bond with Parisians.
To achieve this, the brand turned to a street marketing experiential strategy, transforming product discovery into a truly engaging and memorable experience.
An Innovative and Personalised Roadshow
For three days, a branded Paula’s Choice Airstream toured strategic locations across Paris, drawing impressive crowds — with queues of up to 90 minutes at each site.
Inside, visitors could:
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Undergo a skin diagnosis using an advanced skin scanner.
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Receive personalised advice from Paula’s Choice brand ambassadors.
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Test the products and leave with a customised sample complete with an exclusive charm.
The experience extended beyond the physical with a digital engagement mechanic: scanning a QR code on Instagram gave visitors the chance to win one of 10 skincare routines. A dedicated photo wall also encouraged participants to capture and share their visit.
A Sensory and Memorable Experience
The roadshow transformed a simple product presentation into a 360° brand experience, combining expert advice, interactive testing, and digital engagement.
Key results included:
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Strong appeal, with continuous queues and record attendance.
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High digital engagement, driven by the competition and social sharing.
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Enhanced awareness and closeness with both loyal customers and new audiences.
In a warm, summery atmosphere, Paula’s Choice reaffirmed the importance of customer experience at the heart of its strategy, while showcasing the power of experiential marketing and street activations to generate visibility and engagement.
