From vintage car photo setups to bubble-wrapped rooms, these creative, interactive stunts from beauty brands grabbed the attention of guests, influencers, and consumers. Here’s a look at some recent events from top-name companies like Revlon, Lancôme, and more.
To launch Revlon’s new Street Chic collection, BMF Media took over a garage space in the Chelsea neighborhood of New York in June. Inspired by the theme and actual venue, which usually houses vintage cars, the production company incorporated one of the vehicles into a professional photo shoot area.
Makeup artists were on hand, offering demos at stations decorated in bold graphics promoting the collection.
St. Ives opened its inaugural retail store, the St. Ives Mixing Bar, in the SoHo neighborhood of New York in June. During the opening, the brand invited guests to see, smell, touch, and create custom St. Ives body scrubs and lotions. At the mixing bar, guests can choose from more than 50 ingredient combinations, as well as desired richness and exfoliation levels. The shop is open through July 30.
In addition to the mixing bar, guests can also experience an educational ingredient wall featuring popular ingredients, plus a mirrored infinity room full of life-size apricots for photo ops.
To celebrate the launch of its new system, ProactivMD created its first-ever interactive pop-up exhibit with a “popped” theme in New York in June. Various decor and activation elements played into the motif, including Pop Art-inspired speech bubbles and a balloon photo backdrop in the brand’s colors.
Guests were encouraged to get popping inside a room wrapped completely in bubble wrap.
The brand name was spelled out with Ring Pops.
Refreshments included Pop Rocks, popcorn, and soda from SodaStream.
A floating hashtag decorated the pool on the Sixty LES rooftop in New York during a Dyson event for its Supersonic hair dryer in June.
A reflective pink wall dotted with cotton candy was a sweet detail at the launch party for the collaboration between celebrity makeup artist Billy B and Gállány Cosmetics, which was held in June inside the Vivienne Westwood Penthouse at the London West Hollywood.
Guests tossed loose flower petals in front of a floral backdrop for GIF action shots.
At the Maison LancĂ´me Paris event, which was held in June at a townhouse in downtown Manhattan, guests were greeted by the main photo op, which was composed of ombre florals in shades of hot and pale pinks and white.
Guests cracked apart chocolate slabs and cracker sheets as part of the display area for the brand’s newest product, Advanced Génifique Sensitive Antioxidant Serum. The inspiration was the product itself, which features a serum booster that is sealed until it is pressed when the bottle is cracked open.
At this year’s Premiere Orlando International Beauty Event, which was held June 3 to 5 at the Orange County Convention Center, organizers once again offered Beautiful Experiences, allowing attendees the chance to learn from industry professionals in one-on-one sessions.
