美妆品牌沉浸式营销活动盘点：从Rare Impact Fund慈善晚宴到Neutrogena CLOUD-TECH快闪店

11 Min Read

Lush promoted its Safer Socials campaign and its “Take Back Ctrl” message at UC Berkeley's historic Savio Steps.Photo: Courtesy of Lush

From a tech-inspired sunscreen launch to a cold plunge station, these experiential concepts from haircare, skincare, and makeup brands recently caught our eye.

Rare Impact Fund Benefit

Selena Gomez, founder and creator of Rare Beauty and the Rare Impact Fund, hosted the fourth annual Rare Impact Fund Benefit: A Night of Radiance & Reflection at the Hollywood Palladium in Los Angeles on Oct. 14. Funds raised support The Rare Impact Fund's mission to mobilize $100 million for organizations increasing access to youth mental health services and education globally. Photo: Amy Sussman/Getty Images for Rare Beauty

The event was emceed by Sean Hayes and featured special performances by artist Leon Bridges and artist and songwriter Bella Kay, along with a DJ set by Rae Sada. Rare Beauty products were on display during the event. Photo: Amy Sussman/Getty Images for Rare Beauty

The CLOUD-TECH Store Powered by Neutrogena

Neutrogena brought its latest sunscreen innovation to life in Santa Monica with The CLOUD-TECH Store Powered by Neutrogena, a tech-inspired pop-up that drew more than 1,800 consumers. The activation celebrated the recent launch of Neutrogena CLOUD-TECH, a new sunscreen technology powered by BEMT, the first new FDA-approved sunscreen filter in more than 25 years. Photo: Courtesy of Neutrogena

Playing off the idea of CLOUD-TECH as a new “OS for SPF,” Neutrogena transformed a storefront on Santa Monica’s Third Street Promenade into an immersive take on a tech launch, complete with interactive R&D demonstrations, a UV bar showing sunscreen coverage in action, Cloud Reveal Mirrors, a larger-than-life Cloudscape photo moment, and cloud-inspired soft serve. Photo: Courtesy of Neutrogena

More than 1,900 gift bags featuring the new Ultra Sheer and Clear Face CLOUD-TECH sunscreens were distributed. Photo: Courtesy of Neutrogena

DUA by Augustinus Bader Science Pop-Up

Currently open until Oct. 25, this immersive experience in New York lets visitors step inside the world of DUA, a skincare line created by Dua Lipa and Augustinus Bader, to discover the collection and experience the formulas firsthand. Photo: Courtesy of Augustinus Bader

Visitors can enjoy a personalized consultation and mini treatment featuring the DUA collection, designed to deliver an instant “Dua Glow.” An interactive gumball machine allows them to try their luck for the chance to win exclusive prizes. Complimentary wellness shots and juices made with skin-loving ingredients and inspired by DUA’s three-step Activate, Balance, and Renew routine, alongside nourishing protein bites, are also available. The pop-up also features exclusive in-store gifting and limited-edition merchandise. Photo: Courtesy of Augustinus Bader

Lush’s ‘Stop and Smell the Roses’ Stunt

Lush brought its “Stop and Smell the Roses” activation to UC Berkeley's historic Savio Steps, inviting students and faculty to literally pause and pick a flower from a giant rose bush. Each rose featured information about Lush's Safer Socials campaign and its “Take Back Ctrl” message. Photo: Courtesy of Lush

The location was intentional: Savio Steps is where Mario Savio famously launched the Free Speech Movement. More than 60 years later, Lush used the same space to pose a modern question: What does it mean to reclaim our freedom from big tech? The activation is part of Lush’s broader Safer Socials campaign, which builds on the brand’s decision to leave major social platforms in 2021 and encourages consumers to think critically about the role social media plays in their lives, while providing resources and a space to explore what safer, more people-first digital spaces could look like. Photo: Courtesy of Lush

PHLUR Vanilla Canyon Pop-Up

On Aug. 21 and 22 at the Fashion Valley Mall in San Diego, PHLUR hosted a two-day consumer pop-up to celebrate the launch of its latest fragrance, Vanilla Canyon. The activation featured a vintage convertible photo opportunity set against a desert highway backdrop, fragrance sampling of both Vanilla Canyon and Vanilla Skin, and custom popsicles inspired by each scent. Photo: Courtesy of This is Lester

The activation, which was produced by This is Lester, welcomed more than 1,750 guests over the two days. Photo: Courtesy of This is Lester

Naturium’s SkinOS Pop-Up

To celebrate the recent launch of its Multi-Active Exosome Serum, Naturium created SkinOS, a new campaign built around the idea: “Your tech gets updates. Why not your skin?” Photo: Courtesy of Naturium

The campaign came to life at a pop-up in New York’s Chelsea Triangle where guests entered through a retro computer-inspired façade prompting them to “Update Now” before moving through playful tech-driven moments, including a nostalgic computer setup and futuristic kinetic wall, alongside product discovery and trial. Photo: Courtesy of Naturium

Dr. Groot Scalp Lab

For LG H&H's U.S. Sephora launch of its Dr. Groot haircare line, the South Korean consumer goods company partnered with Empire Entertainment to build a beauty lab on wheels as the centerpiece of a multi-sensory, multi-station outdoor activation. To showcase the brand’s core focus on scalp science, a 16-foot glass truck was turned into the Dr. Groot Scalp Lab and was parked at two of the country's busiest retail destinations: Union Square Plaza in New York and The Grove in Los Angeles. Photo: Luis Antonio Ruiz

Upon entry, guests received a branded tote filled with goodies. From there, lab techs in branded lab coats led guests through an activation that was both scientific and playful. Photo: Luis Antonio Ruiz

Inside the truck, guests could learn about Dr. Groot’s ingredients through spinnable discs built into the wall, experience the line’s signature scents through fragrance-filled atomizers, peer into the “Dr. Groot Scalp Scope” to see a series of before-and-afters, take selfies in front of a branded mirror wall, and explore the full product line on a lab counter complete with fully functioning equipment. Photo: Mood Studios

Outside the truck, the “Root Strength Swing” photo moment hung from thick braids of purple hair, whimsically showcasing the power of Dr. Groot-treated locks and providing a fun backdrop for visitors to capture content. Guests also enjoyed custom shampoo-shaped popsicles and closed out their journey at the giveaway station where they received Dr. Groot Mini Lab Kits: sample-sized versions of the entire product line to try at home. Photo: Luis Antonio Ruiz

e.l.f. Brands' eyes.lips.fairgrounds.

Building on the success of its Minnesota State Fair debut, e.l.f. Brands brought its larger-than-life pickle jar activation to the Texas State Fair. Inspired by e.l.f. Cosmetics’ pickle-inspired Glow Reviver Melting Lip Balms. Photo: Courtesy of e.l.f. Brands

Fairgoers scored products across e.l.f. Brands, including e.l.f. Cosmetics, e.l.f. SKIN, and e.l.f. Hair. Photo: Courtesy of e.l.f. Brands

e.l.f. Beauty's 'Serving Cold Hard Facts' Ice Cream Truck

e.l.f. Beauty brought its “Serving Cold Hard Facts” ice cream truck to UC Berkeley, offering students free ice cream along with facts about representation on corporate leadership and the fact that women hold only 28% of public company board seats. The activation promoted a new student-led, 12-week DeCal course created in partnership with UC Berkeley’s Undergraduate Marketing Association and inspired by e.l.f.’s Change the Board Game initiative. Photo: Karen Santos

The OGXperience

In August, OGX took over Rockefeller Center with The OGXperience, a two-day immersive activation that drew nearly 3,500 consumers. The brand built the pop-up around a simple idea: hair repair usually happens invisibly, so the brand wanted people to actually feel it working, not just wait to see the results. The space was designed as a "4D" journey through touch, scent, sound, and sight, with each sense tied to a different part of what repair actually feels like. Photo: Courtesy of OGX

Guests stepped into a soundscape built for the space. They then walked through a scented tunnel and were challenged to pick out OGX's signature Argan Oil of Morocco scent from the mix. A scent-and-memory station used brainwave technology to show how fragrance ties to mood and memory, helping each guest land on a scent that stuck with them. A 360-degree photo booth let guests capture the moment, and an ASMR-style soundscape, built from the actual sounds of a hair routine (the click of a cap, a spritz, a rinse), let guests hear repair happening in real time.

Guests also passed through a mirrored room with video projected overhead, which ended up being the single most popular stop in the whole experience, ahead of even the product giveaway. The experience ended at a gift bar, where guests could choose one of three product bundles to take home. Photo: Courtesy of OGX

Moroccanoil’s Midnight Match Event

During the U.S. Open, Moroccanoil unveiled the world's No. 1 tennis player, Aryna Sabalenka, as the brand’s newest global ambassador at Le Jardin Sur Madison in NYC. Photo: Michael Simon/Getty Images for Moroccanoil

NIOD-Powered Plunge Pop-Up

DECIEM's science-first skincare brand NIOD announced its official U.S. debut at Sephora with a NIOD-Powered Plunge pop-up outside Sephora at The Grove in Los Angeles, fronted by DJ and producer Steve Aoki. Photo: Courtesy of NIOD

NIOD chose to introduce itself to Sephora shoppers through the pop-up, tapping into the cultural moment around cold exposure and biohacking. Aoki (a well-known wellness obsessive) headlined the experience where fans could take the plunge alongside him and try the brand's high-tech skin analysis stations inside the Sephora store. For those who chose to stay dry, estheticians were on hand to offer cryo globe facials. Photo: Courtesy of NIOD

Saie Beauty @ SMC

Saie Beauty debuted its new Supersuede Baked Eyeshadow collection at the Sephora Managers Conference (SMC) in August with a custom experience designed and produced by Yes Creative Co. The immersive space featured elevated product merchandising, illuminated displays, and an interactive eyeshadow wall where attendees could spin and reveal product benefits alongside real model imagery. Photo: Courtesy of Yes Creative Co

Gróa Beauty Campus Tour

To build brand awareness and encourage product trial among Gen Z, gróa Beauty is bringing its U.K. campus tour to the U.S. On Oct. 20, its “groa-cade” pop-up will arrive at the University of Houston, combining interactive sampling, photo moments, and dorm deliveries. Photo: Courtesy of gróa Beauty

Students will be able to try their luck at a branded claw machine to win products, merch, and treats, and a beauty-inspired take on the classic arcade attraction, the Hall of Mirrors, will feature product displays for photo moments. Across four U.K. cities, the tour generated 3,800 in-person interactions and 2,600 new community sign-ups. Photo: Courtesy of gróa Beauty

GloVerse Launch Event

Recording artist Gloria Woods, professionally known as GloRilla, celebrated the launch of GloVerse at Buckhead Art & Company in Atlanta. GloVerse is a new technology platform designed to connect consumers with trusted beauty professionals through an intelligent, on-demand marketplace. The event featured a fireside conversation between GloRilla and Georgii Speakman, founder and CEO of OUT.LI.ER and GloRilla’s business partner on GloVerse. Photo: Elliot Liss

Hot Girl Walk x Laneige

The Hot Girl Walk organization recently teamed up with Laneige in NYC. More than 200 people joined the Hot Girl Walk, starting at Washington Square Park and ending at the Laneige Wonder Lab. The pop-up offered free samples, skin hydration testing, wellness shots, and giveaways. Hot Girl Walk has 30 ambassadors leading free events on the weekends in cities across the U.S., with additional communities in the U.K. and Australia. Photo: Courtesy of Hot Girl Walk

Not Your Mother’s Campus Tour

This back-to-school season, Not Your Mother’s hit the road with a multi-campus takeover designed to meet the next generation of beauty consumers. From Sept. 21-28, the brand activated at the University of Arizona, Arizona State University, San Diego State University, and UCLA, welcoming nearly 3,900 students across the four campuses. The move-in-inspired pop-ups brought Not Your Mother’s directly into campus life with an iconic pink truck, styling stations, product sampling, giveaways, a live DJ, and the Not Your Mother’s Postal Service, where students could write a letter to their future selves. Photo: Courtesy of Not Your Mother’s

KAJA @ Olive Young Festa LA 2026

At Olive Young Festa LA, which made its official U.S. debut in August at the Los Angeles Convention Center and was hosted alongside KCON LA 2026, KAJA translated its “Heart in Seoul” identity into an immersive pink arcade inspired by retro pixel art. The booth became one of the festival’s busiest, drawing long lines throughout the three-day event as visitors explored interactive installations featuring Beauty Bento and Wink Stamp. Photo: Courtesy of MBX

Charlotte Tilbury x Dallas Cowboys Cheerleaders Game Day Look

Charlotte Tilbury Beauty is celebrating the second year of its landmark partnership with the Dallas Cowboys Cheerleaders as the team's official beauty partner. The partnership has come to life through a series of high-impact cultural moments spanning content, creator experiences, retail appearances, in-stadium activations, and the Dallas Cowboys Cheerleaders' official game day beauty look. Photo: Courtesy of Charlotte Tilbury Beauty

About the Author

Senior Contributing Editor

Michele Laufik is an editor, producer, and writer with expertise in lifestyle and event content, marketing copy, and headline writing.