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A new, innovative mascara from one of the UK's best-known beauty brands is always going to attract attention. But Maybelline's latest product came with a feature that needed a little explaining.
Lash Sensational Sky Tubes is the brand’s first tubing mascara; using tubing technology to deliver long-lasting wear that comes off in one warm water swipe. The challenge was making sure shoppers understood what that meant for their lashes, and why they should give it a try.
Maybelline needed a high-impact in-store activation that would build awareness, educate customers and turn interest in the new product into sales.
The activation was set to be a key part of the product’s launch campaign, featuring a platform that drew inspiration from the London Underground. With such recognisable campaign visuals, we wanted to bring customers off the shop floor and into the campaign’s world.
We created a distinctive pink tube carriage and interactive experience designed to make shoppers stop, play and discover something new. Window-style displays and transport-inspired panels introduced key benefits, mirroring tube carriage ads, and Brand Ambassadors were on hand for product demonstrations and discussions – answering questions about the new formula and products features. A simple tube-drop reaction game also added further opportunities to interact.
By combining entertainment with hands-on product education, we made the new technology easier to understand and gave customers a reason to consider Sky Tubes there and then.
The Maybelline Sky Tubes Tube Carriage appeared in 3 key stores – Sheffield Meadowhall, Nottingham Victoria Centre and Battersea Power Station – across 9 activity days.
Over the course of the campaign, we engaged 2,307 customers; demonstrating shoppers’ appetite for the new product. Many customers reported having seen the mascara on social media before coming to the stand, which helped to drive this high engagement rate – they were actively seeking out more information about the product.
The sales figures gave us even more reason to celebrate. Sales data showed FSKU uplift in every activation store:
Battersea also recorded a 30% uplift in the wider mascara category, while Nottingham achieved 21% category uplift.
With strong engagement and even stronger sales figures, the Maybelline Tube certainly made shoppers stop in their tracks.
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