This year, beauty went the extra mile, providing stand-out pop-up shops perfect for creating memorable moments with loved ones or as a solo venture. These activities only got increasingly more exciting as the holidays came around. In London, Jo Malone presented an ice rink accompanied by a life-size gingerbread house, and Pleasing celebrated the launch of its new fragrances at the Selfridges Corner Shop. In New York, Bath and Body Works placed a giant festive candle to encourage a moment of calm, and Charlotte Tilbury gave back to its community with complimentary Christmas samples. BeautyMatter outlines the noteworthy pop-up activations from 2023’s holiday season:
Glossier: The much-loved millennial pink brand provided a great spot to start Christmas shopping with the reveal of its Realms of You pop-up on London’s Regent Street. Created by Glossier’s in-house creative team, spearheaded by Kendall Latham, Director of Retail and Experiential Design, the temporary shop was inspired by the idea that its bestselling fragrance, You, smells different on every customer. From the beginning, the sensory experience was designed to be personal, with only six people allowed to pass through the space simultaneously.
Once inside, visitors were greeted by ASMR elements, including videos of product application and packaging deconstruction. Glossier employees encouraged consumers to take in the space while educating them on the inspiration and origin story of the scents.
When approaching the next room of the exhibition-style event, customers were asked to choose from one of six different booths, which all featured differing “personalities” portrayed by actors with red-gloved hands. Once visitors shook the hand of their chosen personality, the adventure ensued. Along the way, consumers were taken down distorted hallways, eventually leading to a final destination with a large, branded mirror perfect for much-anticipated social media snaps. At the end of the pop-up, the Realms of You personalities gave visitors the opportunity to purchase Glossier fragrance products, further encouraged by personal recommendations based on their journey and the choices they made throughout their exploration. Limited-edition items were also on sale, including a Glossier You pepper shaker, a miniature Glossier Microphone, and an XXL fragrance bottle.
Charlotte Tilbury: In celebration of the holidays as well as the recent collaborative campaign with British icon Elton John, Charlotte Tilbury held a pop-up event in NYC’s Chelsea Triangle in the Meatpacking District. Upon arrival, guests were greeted with a large campervan-like truck decorated in classic Tilbury colors with a large gold bow perched on top. Oversized 3D gift boxes took center stage alongside Christmas trees and sizable Charlotte Tilbury lipsticks. The inside of the venue was covered from top to bottom with glamorous decor—predominantly gold, white, pink, and burgundy, perfectly on brand—accompanied by a large, lit-up Charlotte Tilbury sign, creating a desirable picturesque location.
The activation did not allow for shopping on-site but was located close to Sephora, where visitors were encouraged to make any purchases. Meanwhile samples and freebies were on hand at the pop-up, including a free branded tote bag for every visitor. Competitions and prizes were plentiful, with a large “spin the wheel” section that gave visitors a chance to win prizes, including full-sized products. Across the two-day temporary shop, four winners were randomly selected to receive holiday sets, including Charlotte's Lucky Chest of Beauty Secrets ($210 value) and Pillow Talk Dreams Come True ($390 value). The space also hosted a refreshment cart where coffee and other beverages were served with branded garnishes sprinkled on top.
Bath and Body Works: Recognizing the sense of overwhelming chaos the holiday period can bring, Bath and Body Works created a pop-up that encouraged its visitors to take a moment of calm from their busy day. The simple yet extremely effective activation came in the form of a giant 10-foot version of the brand's popular Tis The Season candle, dropped in the middle of NYC’s Herald Square. The grandiose scented build provided more than just a photo opportunity for passersby and was accompanied by a barcode that, when scanned, redirected to advertisements supporting the campaign. The ads mentioned everyday stressors, from answering work emails to sitting in rush-hour traffic, as well as waking up first thing in the morning—pushing the message that Bath and Body Works products were there to help induce a sense of calm among these stressful everyday events.
Givenchy Beauty: While many were out enjoying in-person experiences this holiday season, Givenchy Beauty decided to provide a festive pop-up that could be enjoyed from wherever the consumer decided as long as they had an internet connection. The brand created a digital activation on Roblox named Festive Winter Escape alongside creative industry consultancy Doppelgänger, which allowed virtual shoppers to explore a snowy village decorated with fairy lights.
Within the village, users were greeted by several different aspects that led them on a journey to explore the area—from an immersive ice rink decorated with Christmas trees to a winter-themed chalet named the Givenchy Beauty House. The house was surrounded by large piles of gifts decorated with perfectly tied bows, accompanied by glistening baubles and other winter favorites, including skis. When inside the chalet, avatars could roam around and shop for the Givenchy 2023 Holiday Items they desired, including new shades of lipsticks from the Le Rouge collection and the Prisme Libre Skin-Caring highlighter. Givenchy fragrances were also offered, with specific spaces dedicated to the L’Interdit, Irresistible, and Gentleman scents. The chalet also featured several exclusive prizes for eagle-eyed users to find, including the chance to win a virtual version of the brand's iconic Voyou bag, as well as a chance to uncover hidden gift codes that could be redeemed on Givenchy Beauty’s website for physical products.
LookFantastic: The online beauty store presented its first-ever London Christmas pop-up, which took place at Piccadilly Townhouse. Dubbed the House of Beauty, the temporary shop allowed customers to embark on an interactive experience that brought them closer to their favorite products. Inside, SKUs were laid out on sleek shelves, accompanied by deep reds and burgundy decor, resembling classic holiday colors. Evergreen leaves were carefully placed on surfaces dotted around the space, accompanied by large, beautifully wrapped presents. Brands including Drunk Elephant, Jo Malone, and ghd were available to purchase, bringing the brand's curated Christmas Gift Guide 2023 to life.
Several immersive opportunities were presented to visitors, including the LookFantastic Café, where they could collect a complimentary branded coffee. A spin-to-play wheel was also on hand, offering prizes including full-sized products and mini samples. Professional hairdressers were available for those wishing to treat themselves while shopping for loved ones, offering prebooked styling appointments. Other event-exclusive opportunities included a chance to purchase the sold out 2023 LookFantastic Beauty Advent Calendar and Beauty Chest Edit.
Pleasing: Back again for a holiday pop-up after last year's success, Harry Styles’ Pleasing showcased its new scent collection (Closeness, Bright, and Hot) in partnership with Selfridges. Taking place in a “corner shop” setting, the temporary shop was dedicated to embodying the inspiration behind the new scents, “simplicity, innovation, creativity, and beauty.” Design elements were incorporated to push this narrative, including references to the fragrance bottles' bow-bottom silhouettes that allows each fragrance to rock, said to symbolize the "perpetual motion and boundless energy of the performer; using the fragrance is an artful experience that harmoniously combines creativity and functionality.” The store's atmosphere emphasized these ideas, decorated with bright performer lights, vintage theater-inspired ticketing booths, and vintage art deco elements throughout.
The activation allowed customers to sample the products and learn about them in varioius ways, including a beauty counter that displayed the scents, as well as the aforementioned trio of ticketing booths. At the booths, visitors were able to collect a free ticket, each of which was spritzed with one of the fragrances. To further the performance feel, actors roamed the space, offering mini performances and “delightful confections.” The activation also featured pre-existing Pleasing products, as well as exclusive fashion merchandise.
Jo Malone: Going all out for the festive season, Jo Malone officially sponsored Glide at Battersea Power Station, an ice rink open to the public, for the second year running. The partnership went hand in hand, encouraging visitors to enjoy the ice and then head out for some branded shopping. The ice rink was accompanied by a 30-foot Chritstmas tree, decorated with the fragrance brand's classic cream and black boxes.
To the side of the rink stood a Jo Malone-specific gingerbread house featuring oversized candy canes and bestselling products that decorated the entrance. Inside the shop, the walls were decorated with “frosted icing,” setting the tone for the holiday shoppers who were able to interact with displays and product testing units. A stand-out moment included the photo booth inside the store, which allowed visitors to snap a picture with a virtual version of the Jo Malone gingerbread character. Fragrance masterclasses were also presented, as well as the opportunity to hear about the top gift offers from the brand's limited edition gingerbread-inspired collection, Ginger Biscuit.
Gisou: After celebrating the holidays with a London pop-up in the form of an entire house takeover last year, Gisou set up shop in Harrods for its 2023 campaign. The temporary-shop was located in the department store's ground floor beauty hall, filled with bright honey yellow countertops and displays of the brands top products, including its bestselling Hair Oil. A large, projected screen was found within the shop, explaining in detail several products and the scientific benefits of their ingredients. Floral elements decorated the space, offering a sense of soft nature, which the brand often adheres to thanks to its emphasis on honey-based products. Interactive elements were also included, such as the Bedazzled Vault game where attendees were given the chance to play to twin a “bedazzled” Honey-Infused Hair Oil. The shop is open until January 2, 2024, and allows visitors to explore and purchase the brand's limited-edition holiday merchandise and gift sets.
