Essence Juicy world:
lollapalloza
the challenge
ESSENCE WANTED TO CREATE A BEAUTY EXPERIENCE THAT STOOD OUT IN A CROWDED FESTIVAL ENVIRONMENT AND EXTENDED BEYOND A SINGLE EVENT. TO DEBUT THE JUICY BOMB LINE AT LOLLAPALOOZA, THE BRAND SET OUT TO DELIVER MORE THAN JUST A BOOTH. THE AMBITION WAS TO CREATE A CULTURAL MOMENT WITHIN A 20X20 FOOTPRINT, SOMETHING MAGNETIC ENOUGH TO STAND ALONGSIDE THE NOISE OF MEGA STAGES, BRAND ACTIVATIONS, AND ENDLESS FESTIVAL DISTRACTIONS.
the SOLUTION
JUICY WORLD: GLOW GETTER, A RADIANT BEAUTY HUB THAT BECAME ITS OWN DESTINATION. NEON-LIT GLAM STATIONS OFFERED GLITTER GLOW-UPS AND BEAUTY MISTING RITUALS. PRODUCT SAMPLING WAS SEAMLESSLY BUILT INTO EVERY INTERACTION. A VIP LOUNGE EXTENDED DWELL TIME, WHILE PHOTO MOMENTS DESIGNED FOR THE FEED TURNED FESTIVAL TOUCHPOINTS INTO AMPLIFICATION AT SCALE. FOLLOWING THE SUCCESS AT LOLLAPALOOZA, THE BUILD WAS REPURPOSED INTO A NATIONWIDE COLLEGE TOUR, CARRYING JUICY’S ENERGY TO CAMPUSES ACROSS THE COUNTRY AND REINFORCING THE BRAND’S PRESENCE WITH A NEW GENERATION OF CONSUMERS.
