RIMMEL | RIMMEL 101 X BOOTs | Trafford Centre

Retail Activation, Visual Merchandising
The Trafford Centre, Manchester
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

Rimmel took over the Beauty Live space at Boots Trafford Centre and partnered with us to bring the Rimmel 101 campaign to life. The objective was to connect with a new generation of beauty consumers aged under 25, creating an engaging retail experience that educated shoppers on how to confidently build their own make-up bag. The campaign was designed to simplify beauty shopping by breaking down face, eye and lip products into clear, easy-to-understand categories, helping younger consumers feel more confident when choosing products. Rimmel wanted to create a fun, accessible and shareable moment that would drive both footfall and sales in-store.

Solution.

We transformed the Beauty Live space into a bold, colourful and welcoming Rimmel destination that invited shoppers to stop, explore and learn. Eye-catching window vinyls framed the activation from both inside and outside the store, helping the space stand out within the busy Trafford Centre environment and drawing attention from passing visitors. The vibrant branding also created a strong backdrop for the opening day meet-and-greet, generating additional excitement and social content opportunities.

At the heart of the experience was an interactive make-up trial station staffed by trained MUAs. Visitors received personalised advice based on their skin type, style preferences and confidence levels, with experts demonstrating easy techniques tailored to each individual. This helped remove barriers to purchase and made beauty feel more approachable for a younger audience. Guests were then encouraged to share their own beauty tips, favourite products and make-up hacks on a community notice board, adding a peer-led and social layer to the experience.

Results.

The activation successfully delivered both commercial impact and meaningful consumer engagement. Rimmel sales at Boots Trafford Centre were 5% higher than the same Saturday the previous year and 35% higher than the previous week, demonstrating a strong uplift driven by the campaign. Across the four-day activation, 260 people interacted directly with the stand, engaging with product trials, consultations, and content moments. In addition, 60 gift-with-purchase rewards were claimed, helping incentivise purchase and drive further conversion at the shelf.