Paula’s Choice

mini mart pop-up

Brief:

Paula’s Choice were launching ‘Beautypedia’ - an innovative digital ingredient checker tool as well as their SPF NPD, and wanted an immersive and shareable pop-up to engage press and influencers in Central London.

Solution:

We opened ‘Paula’s Mini-Mart’, complete with colour-block aisles to match Paula’s Choice colour led products, allowing guests to easily navigate the ranges. Cool blue ‘Calm’ products in the freezer section, peptide ‘Boost’ strawberry fruit smoothies and the Sunshine Bakery that showcased the new ‘SPF’ product with personalised glazed Summer donuts.

To drive engagement with the new Beautypedia ingredient checker tool, oversized labels and menus communicated each ingredient’s profile and function.

In addition, we included lots of fun shopper related touches and props allowing influencers to personalise their own content.