Key takeaways
- Standout beauty popups across Europe offered immersive brand experiences this summer, lending a little inspiration for future brand activations.
- Brands like Sol de Janeiro, Jean Paul Gaultier and Diptyque used sensory activations to drive engagement.
As more beauty brands showcase their latest offerings through popup activations, we explore seven that perfectly channelled summer vibes and generated plenty of excitement among beauty shoppers.
Sol de Janeiro’s Body Badalada international airport tour
L’OCCITANE Global Travel Retail took its award-winning Sol de Janeiro brand on a summer tour to launch its new Body Badalada vitamin-infused lotion.
“From June, over 350 airports across the world were transformed into high-energy touchpoints of self-expression, celebration and connection,” said the brand, in its biggest travel retail campaign to date.
Each popup offered a full-sensory experience including a dedicated Badalada playlist, hand massages, glitter festival makeup bars, interactive photo booths and selfie stations. Travellers could receive branded takeaways such as bracelets, temporary tattoos, keyrings and shopping bags. Dedicated product displays offered testing and sampling of Body Badalada™ and Cheirosa 62.
“Body Badalada™ is rooted in connection,” said Heela Yang, co-founder and CEO of Sol de Janeiro. “It’s not just about selling a product. It’s about creating moments where people feel seen, celebrated and part of something bigger.”
“This summer, we’re taking our energy global,” added Marion Amirouche, brand manager for Sol de Janeiro, Global Travel Retail, L’OCCITANE Group. “The goal of the tour is to create vibrant experiences that surprise and engage travellers, turning ordinary trips into joyful moments of self-celebration. No matter where you land, Badalada will be there to greet you with open arms and an unforgettable scent.”
Jean Paul Gaultier brings California vibes to Paris CDG
Puig Travel Retail Europe’s Jean Paul Gaultier brand has just ended one of its most disruptive campaigns to date at Paris-Charles de Gaulle Airport (CDG).
Inspired by the glow of a Californian beach sunrise, the ‘Summer Gaultier’ animation transformed the 2E Hall M terminal into a sun-drenched playground that encapsulated the brand’s signature irreverence. Complete with neon lights and a retro roller squad with vintage ghetto blasters.
Promoters wore crisp white uniforms with bright red sun visors, a live DJ provided the soundtrack and roller battles broke out spontaneously, prompting onlookers to pause and participate.
The brand served cocktails and handed out branded stickers. It also offered exclusive ‘Summer Gaultier’ tote bags as gifts with purchase.
“Summer Gaultier was not only a bold activation but a statement about the unique spirit of this brand,” said Kaatje Noens, executive vice president of Puig Global Travel Retail. “It captured attention, drove meaningful engagement and delivered commercial success, all while reinforcing Jean Paul Gaultier’s unique place at the intersection of fashion, fragrance and fun.”
Malin & Goetz at Ibiza’s hottest hotel
The skincare and fragrance brand hosted its first branded poolside experience at Hotel Malaquita.
Here it served up cocktails infused with the brand’s signature Dark Rum scent, as well as branded towels and a special branded SPF.
Diptyque’s summer fruit garden in St Pancras International Station
French luxury scent brand Diptyque hosted a Summer Fruit Garden at the international train station.
The activation was a multi-sensory experience that immersed visitors in its zesty new summer fragrance launches, inspired by summer gardens.
Jo Loves in London (disguised as Lake Como)
The fragrance brand took over the swimming pool at the Pan Pacific hotel in London Liverpool Street to transform it into a family-friendly yet chic Lake Como-themed popup.
The hotel’s Sensory Wellbeing Floor turned into a poolside retreat complete with bright orange sun loungers, citrusy scents, and clementine and peach mimosa cocktails.
Valentino Beauty across the Mediterranean
Valentino Beauty created popups for its Born In Roma franchise in Spain, France, Italy, Greece.
For example, at the five-star Puente Romano in Marbella the brand launched a popup boutique in the Mediterranean gardens, which brought to life a secret garden inspired by Manet’s Le Déjeuner sur l’herbe. Guests enjoyed personalised fragrance experiences with golden charms and exclusive vanity cases with every purchase.
Medipeel at Printemps Paris
The K-beauty brand launched a popup at the iconic Parisian department store Printemps with an immersive experience.
At the centre of the activation were Medipeel’s signature Wrapping Mask and Young Cica PDRN Serum line. The brand gave away doll keyrings, sheet masks and Young Cica PR boxes, and hosted a Lucky Roulette event and Instagram follow promotion.
Following its French debut, Medipeel now plans to expand into the German and UK markets.
