Our top seven favourite beauty activations

Getting hands-on with audiences is the best way for beauty brands to boost engagement and build a loyal following. 

When it comes to beauty products, you can’t beat the feeling of seeing, feeling and touching products in-store. In fact, research into beauty shopping behaviour during the pandemic showed that UK consumers wasted £860m on buying the wrong products online, equalling 25% of total spending. Physically testing items is a big draw for those wanting to get the best value for money.

So, despite the convenience that online shopping offers, it’s easy to understand why consumers aren’t turning their backs on traditional brick-and-mortar stores in favour of digital.

The beauty industry has never shied away from getting hands-on with audiences, and it’s these campaigns that help generate engagement and build a loyal following. Connecting one-on-one with customers is vital for making a lasting impression and creating those all-important emotional connections. With 85% of consumers saying that they’re more likely to buy after participating in experiences and events, investing in these campaigns is definitely worthwhile.

From beauty mazes to cake pops, here are our top seven favourite beauty activations:

Givenchy helps customers to find their perfect natural glow

Givenchy wanted to promote its luxury Prisme Libre makeup across several shopping locations in the UK: Lakeside, Meadowhall, and Edinburgh, so it looked to Elevate for support.

Customers were asked to participate in a free makeup session to discover their ideal Prisme Libre routine. Once they were matched with the perfect shade, Elevate brand ambassadors gave them a delicious cake pop in the same colour. Customers were invited to have their photos taken against the ‘Instagrammable’ cake pop wall, which they were then encouraged to post on social media using the hashtag #PrismeLibre. Elevate was responsible for providing brand ambassadors that could encapsulate the Givenchy brand and its values, organising vehicle logistics, sourcing the cake pops in six different colours and supplying the eye-catching photo wall.


Sephora’s outdoor beauty maze

To mark its new retail partnership with Kohl’s, Sephora created an eye-catching outdoor beauty maze in the US with the help of TH Experiential.

Due to this being the brand’s first in-person activation since the pandemic first hit, there were lots of reasons to celebrate.

Given that health and safety was a top priority, taking a mobile-first, touchless approach was key. Attendees received push notifications on their devices through geolocation beacon technology that alerted them to opportunities for interacting with product displays, meeting the Sephora team, and even requesting songs from a live DJ.

The maze featured eight QR code-generated experiences that allowed guests to engage with both Sephora and Kohl’s while also taking a socially distanced approach.

Boosting Soap and Glory’s global presence

Soap & Glory needed to amplify its brand and grow its presence, targeting consumers with some unique marketing activities. So, we took on the challenge of boosting their brand presence across the globe with the help of our iconic ‘Glory Girls’.

Using our unique recruitment approach, we went on the hunt for our ambassadors: make-up artists who were highly skilled and passionate about beauty. Elevate managed an extensive training and styling programme for the recruits to embark on, ensuring that the team we selected could understand and embody Soap & Glory’s core values.

Once the global teams had been established, our Glory Girls delivered experiences to consumers across shopping centres, university activations, festivals, beauty events, and much more. The teams provided makeovers, product trials, led dance classes and distributed samples to amplify Soap & Glory’s brand presence. Our staff even became spokesmodels for the brand, resulting in a long-term partnership with Soap & Glory since 2016.

MAC celebrates diversity

In 2019, MAC launched a pop-up experience in Liverpool celebrating diversity.

The experience, developed by Sense, was to showcase the brand’s Studio Fix Stick Foundations range and featured a live, evolving mural that reflected the diversity of the brand’s customers, with real people taking part in the design.

Visitors were also able to have their own personal ‘shade match’ consultation to help find the perfect foundation colour.

L’Oréal builds loyalty that’s beyond skin deep

The beauty and cosmetics industry is packed with thousands of brands offering similar products, all fighting for the attention of consumers. In such a crowded sector, Elevate needed to help L’Oréal stand out and increase customer engagement. We knew exactly what L’Oréal needed – a strong team of MUAs who were able to embody the brand perfectly, so we took the challenge head-on.

We wanted to help L’Oréal reinvent the beauty experience. To establish reach on a broader scale, a core team of beauty specialists needed to be brought on board, adept at next-level multi-tasking and managing the expectations and demands of different consumers. The process needed to be seamless, the team and client confident, and the execution perfectly polished. This is where Elevate excelled. Working with our team of experts, we knew that by making the experience personable we would naturally boost customer engagement and product sales. We strategically provided custom on-site makeovers and free makeup consultations using L’Oréal products.

Our work extended the brand’s reach both online and offline, reinforcing its credibility and market leadership in the beauty category.

Dyson’s Oxford Street Beauty Lab

In 2020, Dyson opened the doors to its brand-new Beauty Lab, situated above its store on London’s famous Oxford Street.

The store operates as a salon and allows customers to enjoy a professional blow-dry while experiencing the brand’s range of personal care technology.

It’s the perfect way for potential customers to get up and close with Dyson’s products, understand how they work, and test them for themselves with the help of a Dyson beauty expert.

NYX recreates its most iconic looks across Germany

To raise awareness of NYX as being a pro-level makeup brand, Elevate was asked to provide a team of qualified beauty experts that could showcase its wide range of products and iconic looks in stores across Germany.

Our staff needed to be true beauty experts, which meant they had to have the appropriate qualifications and embody NYX’s unique image. Due to the campaign taking place during the pandemic, it was vital that our brand ambassadors were highly organised, responsible, and trained in line with the appropriate health and safety guidelines. Our biggest challenge was that the client often needed staff at very late notice, but we were able to react promptly and continuously provide a steady stream of dedicated professionals.

Our brand ambassadors took part in a thorough training programme to ensure they had an excellent knowledge of the NYX brand and could recreate its wide range of colourful, eye-catching looks.


We’re a people-powered agency that recruits, trains, and deploys premium staff nationwide with a high focus on brand experience, upselling and capturing data. We would love to take you through our capabilities and share our top-line thoughts on your immediate challenges. Please contact your local Elevate office to see how we can take your beauty campaign to the next level.


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