Over the two years of the pandemic, our client, LA-born brand NYX Professional Makeup, created mostly virtual and online campaigns. However, with restrictions lifted, they wanted to activate their brand for the first time at various UK festivals, including Brighton Pride, Black Pride and Creamfields.
The aim was to bring together their target audience of Gen Z and LGBTQI+ communities in real life with an interactive stand full of shareable social media elements and multiple activity stations.
Our strategy was for consumers to engage in all aspects of the activation, ensuring as many people as possible got a makeover or nail art design. Specially-sourced Beauty Experts and Influencers encouraged them to share their experiences online, utilising dynamic content creation areas.
Taking inspiration from the hit television series, Euphoria, we designed an LA-style disruptive gas station using bright neon colours, bold, eye-catching signage, interactive gas pumps, and convenience store fridges to draw the audience to the stand.
To implement our strategy, we carefully selected makeup artists and nail art technicians to provide their expertise with specialised 'look menus' for consumers to choose their perfect festival style. Using their knowledge, the experts shared tips and tricks that gave consumers a deeper understanding of the NYX Professional Makeup product range. Finally, strategically-placed QR codes invited the consumers to purchase the products online to recreate their festival looks at home.
Consumers could grab a drink at the vibrant hydration station after their makeovers. Branded NYX Professional Makeup cups were filled with water and electrolytes for a quick refreshment away from the summer heat.
Friendly event staff were on hand to inform and guide festivalgoers to the unique content creation opportunities for the ultimate festival shot. They encouraged consumers to use the hashtag #headlineyoursummer to promote their content and NYX Professional Makeup experience online for further engagement at the festival and after the event.
We came to N2O with one request: to bring our community back together in real life. This was the first time ever NYX Professional Makeup would activate at festivals in the UK, and N2O didn’t just deliver, but they exceeded our expectations! The gas station was truly disruptive and stopped people in their tracks at Brighton Pride, Black Pride and Creamfields in the summer of 2022. Everything had the consumer ingrained into the decision, resulting in a massively sharable and memorable experience. We couldn’t be happier and look forward to working together again soon.”
