Crowd of people at an outdoor event with a pink booth labeled 'essence' and tropical plants in front of a background of green trees.

Essence Juicy world:

lollapalloza

Two women having conversation at a pink-themed display with shelves of colorful tubes and small bottles.

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 became a radiant beauty hub that turned into its own destination. Neon-lit glam stations offered glitter glow-ups and beauty misting rituals, while product sampling was seamlessly built into every interaction. A VIP lounge extended dwell time, and photo moments designed for the feed transformed festival touchpoints into social 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.

A pink pop-up storefront for Essence beauty products with people gathered inside and outside. Neon signs and large images of women are displayed inside. The scene is outdoor with trees in the background and sunlight filtering through.
Two women sitting on clear plastic chairs on a pink floor, surrounded by large green palm leaves and pink backdrop, engaging in a playful pose and smiling.
Crowd of people, mostly children, sitting outdoors in front of a large bright pink sign with partially visible text that reads "essence" and "WHAT'S YOUR" at a sunny event.
Group of young women at an outdoor event, some wearing sunglasses and colorful clothing, gathered around a table with glue sticks, engaged in a craft activity.
A woman with braids and a woman with an orange, blue, and red headscarf engaging in conversation at an Essence event, with a vibrant pink background and salon branding.
Crowd of people gathered at an outdoor event with a bright pink booth labeled 'essence'. The booth has skincare or cosmetic products, and some people are using or looking at the items. There are trees and sunny weather in the background.
Young woman with black hair smiling while sitting on a white chair at a pink-themed booth, wearing a graphic jersey, pink lace shorts, jewelry, and a blue wristband, with a finger painted to match her top, and a colorful neon sign in the background.
A vibrant pink booth with neon signs displaying phrases like 'You Glow Girl,' a slice of watermelon, and the brand name 'essence.' Inside, people with colorful hair and makeup are gathered, some seated while others stand or lean, with makeup and beau

6,521 SAMPLES DISTRIBUTED

2K+ GLOW-UPS COMPLETED

23K+ ORGANIC SOCIAL SHARES

12 MIN AVERAGE DWELL TIME

6-STOP COLLEGE TOUR EXTENSION

MORE EXPERIENTIAL CASE STUDIES


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