Boots Beauty House Party
A Party Built on Senses and Self-Expression
In partnership with The Pharm team at VML, Boots Beauty stepped off the shelf and into Gen Z culture with a three-day House Party in Soho, an immersive pop-up that turned beauty into a social experience and reintroduced the brand to Gen Z as the ultimate destination for what’s new.
The Challenge:How to reposition Boots Beauty as the go-to destination for Gen Z to discover the newest and most exciting beauty products.
The Creative Idea:To reconnect Boots Beauty with a younger audience, we looked beyond traditional retail and imagined what beauty could feel like in a Gen Z world. Social. Spontaneous. Real.
We set out to create a pop-up that felt less like a store and more like a shared experience, a House Party. A space that mirrored the anticipation of getting ready with friends before a night out, where every room marked a new chapter in the ritual of self-expression.
The Experience:Over one weekend, we transformed 15 Bateman Street in Soho, London into an immersive three-day House Party. Each room offered a new way to explore; beginning in the bathroom with a scent shower and bubble bath lucky dip, before moving to the bedroom for beauty confessions, makeovers, and hairstyling moments. In the kitchen, bubble tea and good conversation flowed; the final touch before heading out.
Guests were free to wander, play, and make the ritual their own in a space built around freedom, expression, and share-ability. The result was a pop-up that felt more like a night out than a campaign, turning beauty into a collective experience, made for Gen Z.
Impact
3,000 total visitors
Queues averaging at 350m
‘Boots Pop-Up’ trending TikTok search
11.8M impressions
10 + media articles published
32 influencers attended
79% of attendees were Gen Z
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