Morphe x Superdrug | The Backstage Beauty Tour

Experiential Marketing, Roadshow
Bristol, Southampton & Glasgow
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

US beauty powerhouse Morphe wanted to celebrate hitting the shelves at Superdrug and make some serious noise across the UK with an unforgettable experiential moment that would put the brand directly into the hands of beauty fans nationwide. The experience needed to appeal to a millennial and Gen Z beauty obsessed audience.

Solution.

Inspired by Morphe’s bold campaign ‘Made For Me’, we designed a nationwide experiential roadshow to bring that message to life in the most dynamic way possible. The idea was simple yet powerful: take the casting call on the road and create a high-energy Backstage Experience where every guest could quite literally step into the spotlight and feel like the face of Morphe.

We used a large custom-branded Morphe Truck to create massive brand stand out and immerse consumers in a world of pro-level beauty. Guests enjoyed the full VIP treatment: professional makeup artist glam sessions, camera-ready looks, and a generous dose of that signature Morphe confidence.

To unlock the ‘access all areas’, visitors journeyed through a series of interactive touchpoints, discovering tailored product recommendations, personalised beauty insights, and engaging social moments along the way.

The activation enticed beauty lovers to take part with branded iced coffees, instant win prizes, and an irresistible photobooth moment to capture guests’ amazing Backstage looks. Every stop of the tour became a social playground, generating authentic UGC and transforming everyday shoppers into brand advocates and beauty influencers for the day.

The Morphe Backstage Tour hit key Superdrug locations in Glasgow, Bristol, and Southampton, drawing crowds, driving awareness, and sparking meaningful engagement everywhere it parked. The result was a bold, confidence-fuelled activation that amplified Morphe’s arrival in Superdrug stores and cemented its status as the go-to brand for self-expression, creativity, and unapologetic beauty.

Results.

Across three days in Glasgow, Bristol and Southampton, 1,201 guests engaged with the experience, with 1,022 taking part in MUA-led trials. In total, over 1,200 MUA experiences were delivered, giving guests the opportunity to trial the product firsthand and driving over £5,000 in sales during the activation.