MAX FACTOR | The Lasting Blur Lounge | London

Covent Garden, London
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

To support the launch of Max Factor’s Lasting Blur Foundation and Concealer, we were tasked with creating a pop-up experience that encouraged hands-on product discovery while also appealing with the brand’s more mature target audience (women over the age of 35).

Solution.

The Lasting Blur Lounge: Your safe space in the heart of London’s busy streets.

We transformed a Covent Garden venue into The Lasting Blur Lounge, a calming space designed to help visitors blur out the noise, unwind and focus on their own path to success while also promoting the new Lasting Blur Foundation.

Visitors were encouraged to step inside and enjoy a complimentary calming drink, each paired with a relaxing soundscape, before discovering the new Lasting Blur Foundation with a free personalised shade match. Every visitor received a 5ml foundation sample to take home, along with a branded photo print to capture their experience.

At the heart of the activation was an interactive vision board, encouraging visitors to share what it means to them to ‘blur out the noise’ and creating a shared space for self-expression and community engagement.

Max Factor - Customer getting shade matched

The event was super successful with a constant flow of people, especially for the Make-Up artists area, even despite the bad weather. 660 people were shade matched over the weekend. That’s an average of 30 shade matches per hour. Over 800 people attended the pop-up with over 1000 keepsake branded giveaways taken home (in the form of a branded notebook and photo print outs).

Results.

Visitors could also take part in the ‘Beat the blur’ game, with the chance to win a branded journal, while a lucky few will walk away with a full-size Lasting Blur product.

By combining moments of calm, personal reflection and interactive play with hands-on product discovery, The Lasting Blur Lounge offered visitors more than just a beauty experience. It created a space to pause, find focus and discover their perfect foundation shade, encouraging everyone to blur out the noise and put their best Lasting Blur face forward.