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, most inclusive, 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 place that blurred the line between brand and culture, where discovery happened naturally and everyone felt invited.
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. From a scent shower and bubble bath lucky dip to beauty confessions and bubble tea in the kitchen. In the bedroom, professional makeup artists and hairstylists offered on-the-spot makeovers, adding a hands-on beauty moment that brought the brand to life.
Guests were free to wander and connect in a space designed around the freedom of self-expression and shareability. The result was a pop-up that felt more like a night out than a campaign, turning beauty into a collective, inclusive 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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