Case Study: NYX Professional Make-Up drives buzz and product trial with Backlash's Barbie Beach Babes Pop-Up

NYX Professional Make-Up drives thousands of visits with Backlash

NYX Professional Makeup wanted to educate consumers on their new Barbie collaboration and create an unmissable, highly shareable activation to drive mass awareness and product discovery in a busy retail environment. They partnered with vendor Backlash to develop an experiential marketing pop-up shop that would capture attention and reflect the playful spirit of both brands.

Backlash created the Barbie Beach Babes pop-up, a vibrant "pink paradise" in London's Covent Garden featuring interactive makeup stations, expert artists, and on-site purchasing via Superdrug. The immersive experience encouraged social sharing and offered complimentary refreshments to enhance engagement. The activation generated significant footfall, with thousands of visitors leading to high product trial rates, a notable uplift in on-site sales, and a substantial volume of user-generated content that extended the campaign's reach.

NYX Professional Make-Up