Beauty Bar Pop-Up Shop, Experiential Marketing in Los Angeles
When Benefit Cosmetics wanted to hire a experienced experiential marketing staffing agency, Kinetic Events was there to help. Benefit Cosmetics launched two of their highly anticipated makeup products, and they went big!
After taking over the Johnny Rockets on Melrose, our client covered it in pink and turned it into a 50's style diner. After that, they needed a team of promotional models and brand ambassadors with some unique characteristics to run the show. Most importantly, they needed to be makeup artists. Secondly, they needed to be able to roller skate. Lastly, they needed the look and personality to align with the Benefit Cosmetics brand. The program was featured in Los Angeles news outlets and makeup blogs. It's safe to say the pop up was a huge success!
Benefit Cosmetics Program Goals
- Raise awareness and generate hype for Benefit Cosmetics' new Roller Liner and Roller Eye Bright Pencil products
- Create an environment for influencers and consumers to share their thoughts on the new products
- Educate consumers on the newest makeup products from the brand
Timing
- Thirteen day pop up over one month.
- Eight hours each day, open to the public.
Experiential Marketing Staffing, Program Elements
- Dedicated Project Manager on staff. They were used to hire and train brand ambassadors with specialized skills.
- Coordinate the sizing and distribution of costumes.
- Public interactions and photo opportunities.
- Distribute ice cream sandwiches to consumers while on roller skates.
- Distribute makeup samples to influencers and consumers.
- Apply makeup to consumers at custom "beauty bar"
- Greeting influencers and media at VIP events.
Parameters
- 4-7 brand ambassadors per day
- Experiential marketing staff skilled in makeup application and/or rollerskating
- Animated/outgoing and to remain in character. This was a 50's diner them for the duration of the event.
Benefit Cosmetics Program Results
- Greater market awareness for the newly launched Roller Liner and Roller Eye Bright Pencil products.
- Increased makeup sales for the brand nationwide.
- Featured in video blogs of top makeup influencers and in Los Angeles news articles.
Contact us to discuss your next program at (888)-351-4126.