Case Study: NYX Professional Make-Up drives social retail engagement with Backlash's Buttermelt Bakery activation

NYX Professional Make-Up launches Buttermelt Bakery across 4 Boots locations with Backlash

NYX Professional Make-Up partnered with Backlash to create a standout retail activation for the launch of their Buttermelt Blush and Butter Gloss Bling into Boots stores. The challenge was to disrupt a saturated retail environment and capture the attention of a beauty-savvy audience with an experience that would resonate culturally and encourage social sharing, bridging the gap between physical retail and digital engagement.

Backlash created the "Buttermelt Bakery" experience, an immersive and playful installation featuring interactive product discovery and a large cake prop for photo and video content capture. This solution successfully drew footfall and encouraged widespread social sharing, turning shoppers into active brand advocates and amplifying the campaign's reach far beyond the in-store event.

NYX Professional Make-Up