LAneige X BOOTS | Juice Pop | Covent Garden

Retail Activation, Experiential Marketing, Pop-Up, PR Stunt
Covent Garden, London
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

Boots and Laneige came to Backlash to create a standout experiential campaign that would drive awareness and engagement for Laneige’s new lip tint range, now available in Boots. The objective was to deliver a high-energy activation that increased footfall into Boots Covent Garden and connected with customers in an external moment as well.

Backlash soon came up with ’The juice Pop party’ - a vibrant, music-inspired concept brought to life across both in-store and out-of-store spaces simultaneously.

Solution.

Inside Boots Covent Garden, the Beauty Live area was transformed into a fully immersive Laneige takeover, featuring custom record-inspired product displays, a bold window installation, and an interactive ‘Spin to Win’ game to drive engagement and product interaction.

Extending the experience out of the store, an amp-inspired pop-up in Covent Garden Piazza invited customers to take part in a ‘Guess the Song’ game, win prizes, and collect complimentary goodie bags - creating an additional high-impact environment to celebrate both brands.

Laneige, Juice Pop Party, Instore Boots Activation

Laneige, Juice Pop Party, Covent Garden Pop-up

Results.

The Covent Garden activation saw a strong turnout with 750 people visiting the space, alongside 750 goodie bags distributed and 850 prizes won, highlighting the level of engagement and excitement generated throughout the event, both on the piazza and in store.