Lancôme's Miracle Cushion creates the perfect complexion in just 60 seconds. To prove it, we turned a social media launch into a pop-up beauty retail experience in the heart of London's Spitalfields market.
The beauty retail experience is constantly evolving. Getting closer to customers takes being creative, interactive and playful. Lancôme wanted to reach the independent woman who always wants to look her best but is time poor, with Miracle Cushion - the liquid foundation in a compact that is perfect for when you need to look good in a hurry.
Pop-up. Turn-up. Touch-up.
We created a full-size replica of a photo booth and transported it to Spitalfields market. The pop-up featured a teasing line – to get the perfect photo in just 60 seconds. The idea was shoppers would find it difficult to resist the allure of having a perfect photo taken – and this proved to be the case. What each lucky lady who took part didn't expect, was that as she pressed the button to take her photo, our Lancôme make-up artist popped out to give her a free 60 second Miracle Cushion makeover.
Spread the word
As word spread, it became a huge success, with people queuing throughout the day for their chance to try the product and get their makeover. The Hugo & Cat team was on hand to answer questions and get people signing up for their free product samples. And of course, everyone got to take away their makeover photos!
Capture the action
We captured the action to share across Lancôme's social channels. Fans loved it and were quick to register to get their hands on pre-launch samples – which was followed up with automated CRM.