Givenchy Beauty, Bloommiami create second interactive makeup activation

Following the success of its first makeup pop-activation in the U.S. at Los Angeles International Airport in August, Givenchy Beauty, working with Miami-based Bloommiami, has opened a second interactive makeup pop-up located at the luxury T Galleria by DFS in Waikiki, Hawaii.

The 12-foot by 9-foot activation introduces two of Givenchy Beauty’s newest products: Le Rouge Liquide and L’Interdit, the brand’s latest fragrance.

Additionally, the activation features more than 30 lipstick shades from several of Givenchy’s signature lipstick lines: Le Rouge, Le Rouge Liquide, Rouge Interdit and Le Rouge Perfecto.

“The opportunity to showcase our exciting new launches in this innovative pop up format has been absolutely fascinating! This twomonth activation will allow shoppers to experience Givenchy Beauty in an immersive and interactive way- discovering what’s new in a play and test environment,” said Daniella Caballero, senior marketing manager, Travel Retail Americas.

Bloommiami dressed the activation in sleek, black reflective material to create an exclusive environment in which shoppers can sample Givenchy products. Consumer-brand engagement touchpoints include beauty consultations from a Givenchy representative, lipstick testing and a game of luck where shoppers can win a Givenchy lipstick by spinning a mirror-finished wheel.

“The activation’s design follows Givenchy’s merchandising guidelines. We were tasked with creating a sense of space and environment that still maintains a certain level of visual transparency,” said Darin Held, partner at retail-focused design and production agency Bloommiami.

“The final product is a sleek, fun, and forward-thinking activation where shoppers can interact with the brand.”

Bloommiami also installed a photo booth where shoppers are encouraged to share their experience on social media using hashtag #LeRougeLiquideHawaii.

The photo booth uses mirrored acrylic to create a cool infinity effect emphasized by different lighting elements. The photo booth’s walls are see-through red acrylic, allowing shoppers to see into the photo booth area and vice versa.

Bloommiami produced, implemented and is managing the activation.

The pop-up is on display through the end of November.

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