KVD Beauty
Pop-Up in The Meatpacking District, NYC
KVD Beauty transformed a NYC street corner into an unforgettable experience.
The pop-up delighted fans, the public, their customer Sephora, celebs, and influencers.
The goal was to create a one-of-a-kind, share-worthy outdoor beauty pop-up while supporting KVD Beauty’s number-one retailer, Sephora.
While Sephoras are everywhere, the Meatpacking District provides a classic, elevated, and trendy New York City atmosphere, from cobblestone streets to stylish passersby.
KVD’s “Come Get A Little Reckless” Instagram post about the pop-up says it all:
“Win shit, tell us your reckless confession, score a secret discount + more. Plus, trade in your old lipstick for a new KVD Reckless Pink. [Shout out to @sephora x @pact_collective for helping divert old lipsticks from the landfill.] Meet us at Sephora Meatpacking on Friday, 6/23, from 11 AM – 6 PM.”
Built-in Reach: While the general public does a good job of sharing brand love, Conversate Collective and KVD Beauty packed the pop-up with influencers, actresses, the press, and even drag queens. Pairing these VIPs with creative activities is a winning way to own the moment, if not the entire week!
45,000+ onsite impressions, 8,200+ engagements, and 500,000+ social views
Activities – Something for everyone!
The pop-up smartly featured multiple ways to engage – things for brand fans, people stumbling upon the activation, those passing by, and influencers.
- Tooth Gems: Pop-up guests could get tooth gem makeovers, perfectly aligning with the theme of bold self-expression.
- Claw Machine: This interactive element added a playful anticipation and elation touch to the activation.
- Glow-Up Station: A lipstick consultation and application station provided a space for deeper product conversations hosted by a cosmetologist.
- Photo Booth: The final brand activity was an old-school photo booth inside the mobile showroom. Walking into the vehicle put people on stage and gave them a real-world memento of their experience.
- Stickers and Tattoos: There were quick, fun items like sticker packs and temporary tattoos for those who didn’t have time to engage.
- Ice Pops: People lining up for a brand activation look great on social media but don’t like waiting in line, especially New Yorkers. This is where ice pops were clutch – keeping those folks cool, happy, and occupied.
Here's more about KVD Beauty’s Reckless pop-up :
3x Exposure
Activating during Pride Week tripled their brand impressions and engagements (at the same cost as a regular week).
Social Media Moment
The event trended locally on social media, generating tens of thousands of impressions via local influencers and attendees.
Onsite Sales
The nearby Sephora store sold more products that day than any other. And, it's safe to say the pop-up's social media buzz boosted sales online internationally.
If you'd like to create a brilliant blend of live experiences, partnerships, and social media amplification, just say hello!
