Case Study: Rimmel drives in-store engagement and sales with Backlash's Rimmel 101 retail activation

Rimmel boosts Boots Trafford Centre sales 5% with Backlash

The customer, Rimmel, partnered with the vendor Backlash to create an engaging retail activation at Boots in the Trafford Centre. Their challenge was to connect with a new generation of consumers under 25 and educate them on how to confidently build their own make-up bag, thereby simplifying the beauty shopping experience and driving both footfall and sales.

Backlash transformed the space into a bold and welcoming destination featuring an interactive make-up trial station staffed by trained artists who provided personalized advice. This solution successfully removed barriers to purchase, resulting in a significant commercial impact. Rimmel sales were 5% higher than the same day the previous year and 35% higher than the previous week, with 260 people directly interacting with the activation over four days.

Rimmel