Case Study: Elemis elevates its Aston Martin partnership with Backlash’s Pit Stop pop-up spa

Elemis expands Pit Stop pop-up tour to 5 more city locations with Backlash

Elemis, a British skincare brand, sought to celebrate its partnership as the Official Skincare Partner to the Aston Martin Aramco Formula One Team by creating a luxurious, trackside pop-up spa experience. Their challenge was to engage a growing female motorsport audience at high-profile events like the British Grand Prix and the Goodwood Festival of Speed. They engaged Backlash to create a premium roadshow unit that could offer treatments, product sales, and content-worthy moments.

The solution from Backlash was a contemporary pop-up spa housed in a vintage American Airstream. This unit provided an inviting, weatherproof space where guests could receive speedy 'Pit Stop' skincare treatments, personalized skin analyses, and purchase products. Based on the success of the initial activations, the campaign was expanded to five additional city locations.

Elemis