NYX Professional Make-Up | Buttermelt Bakery
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Boots, Covent Garden, London
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Creative Concept | Design | Creative Production | Event Management | Content Management
Brief.
To support the launch of the NYX Buttermelt Blush & Butter Gloss Bling into Boots, the brand partnered with Backlash to create a standout experiential activation that would disrupt the traditional retail environment and capture the attention of a highly social, beauty-savvy audience. With Boots stores often saturated with competing product launches, the challenge was to design an experience that would not only cut through visually but also resonate emotionally and culturally with consumers. The brief called for a bold, playful concept that championed the fun, expressive nature of the NYX brand, while also encouraging meaningful interaction with the products themselves.
A key objective was to integrate a strong content capture mechanic that would naturally inspire user-generated content, driving awareness across social platforms and extending the campaign’s reach beyond the in-store experience. Ultimately, the activation needed to bridge the gap between physical retail and digital engagement—turning everyday shoppers into active participants and brand advocates.
Solution.
Backlash responded by creating the “Buttermelt Bakery” experience—an imaginative, visually striking concept designed to immerse guests in the world of NYX in a way that felt both playful and highly shareable. The activation was rolled out across four Boots Beauty Live locations, transforming each space into a vibrant, bakery-inspired environment that immediately drew attention and footfall.
Guests were invited to explore the new Buttermelt Blush and Butter Gloss Bling ranges through interactive discovery moments, allowing them to trial products, experiment with looks, and engage with the brand in a hands-on way. At the heart of the experience sat the hero content moment: a larger-than-life Buttermelt cake installation. Here, guests could step inside and ‘burst’ out of the cake, capturing fun, high-energy photo and video content designed for social sharing.
This playful mechanic became a focal point for engagement, encouraging queues, repeat interactions, and widespread organic reach online, as guests shared their content across platforms—amplifying the campaign far beyond the Boots retail footprint.
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