River Island x BEAUTY BAY Pop-Up

The aim

The River Island x BEAUTY BAY Pop-Up was the first collaboration between the two brands. Plus, BEAUTY BAY’s first ever pop-up event. It took place at the River Island Trafford Centre store from Saturday 31st January until Friday 6th February. BEAUTY BAY’s own brand cosmetics range, By BEAUTY BAY, was on offer at full price. Customers were able to buy eyeshadow palettes, lip stains and bronzing drops amongst other bestsellers. We wanted to increase brand awareness of the By BEAUTY BAY range and acquire new customers by reaching a new audience inside a high-footfall flagship fashion store that aligned with the aesthetic and values of the brand.

The OFFERING

As BEAUTY BAY only traded online, we wanted to gain customer data without cannibalising our in-store sales. So, we offered customers a 10% discount at the pop-up if they signed up to our emails. We also offered a By BEAUTY BAY gift-with-purchase and £5 discount on River Island for anyone who spent over £30 with us.

CAMPAIGN COMMS

When it came to awareness, we sent out a geo-targeted email to our Manchester and surrounding areas customers, including details about the event. This was supported by geo-targeted paid ads, additional email banners across BAU comms, and an Instagram story and various broadcast channel announcements. When the event was live, we covered this across various social channels, including a collaboration Instagram video with River Island and a mix of educational and trend-focused TikToks.

Event collateral

The results

The majority of sales took place at the weekend and we made a total of £495 across the event, with an AOV of £17. Our most popular products were our bestselling lip stains and lip glosses, which was unsurprising for us. We were happy with the traction of the event and felt we successfully increased brand awareness as we gained new customer data and were able to educate non-purchasing customers on the brand too.

The learnings

We took a lot of beneficial learnings from our first pop-up:

• It was clear by the end of the first day that many people weren’t aware that BEAUTY BAY had its own beauty range.

• Some felt our pop-up price points were quite high compared to our online offering, which would align with going forward.

• A lot of customers were wary of our bright eyeshadow palettes and bold colours, so we would offer inspiration and have an MUA in attendance for the next pop-up.