L'OREAL Multibrand Pop-up zone
BRIEF
Four brands from one L’Oréal division—NYX Professional Makeup, L’Oréal Paris, Maybelline and Essie—joined forces to create one large beauty zone instead of four smaller activations. The challenge was to find an overarching concept that could unite different products, brand identities and colour palettes while giving each brand enough space to stand out.
The activation was planned for Prague, Budapest and Bratislava, with direct involvement from a local retail partner—dm or Rossmann—in each market. The experience needed to attract visitors, encourage product discovery and connect the pop-up zone directly with in-store sales.
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SOLUTION
We created the Make-up Factory: a colourful, playful beauty world inspired by the imagination of Charlie and the Chocolate Factory. Instead of sweets, visitors were invited to discover and try beauty products. Each brand became its own production line with a distinctive visual identity, all united within one bold factory setting in vivid pink and bright yellow.
Mechanical arms, production-line graphics, playful signage and hostesses in custom uniforms brought the concept to life. We also designed a custom product display unit for each brand, featuring easily interchangeable graphics and generous storage space. The units could be removed from the shared zone and reused independently at future events, extending their value beyond the original activation.
Professional make-up artists created complimentary looks using products from all four brands, while a memory game encouraged visitors to handle the products, arrange them in the correct order and compete for branded gifts. Free cotton candy added another playful factory element while supporting the communication of one of the featured products.
The activation connected engagement directly with sales. Anyone who purchased two products from the participating brands received an additional full-size product in the zone. Hostesses also offered consultations inside the partner stores, guiding customers between the retail space and the pop-up. This created a seamless customer journey combining entertainment, product trial and immediate sales support.
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