The Brief
Kerastase, part of the L’Oréal family, wanted to launch their new Gloss Absolu range in a way that customers could feel its benefits, instead of just hear about them.
How did we do this? We turned a premium product into a social-first, hyped experience that would resonate with Gen Z, get them talking, and celebrate the power of bouncy, frizz-free hair. Oh, and make it inclusive, educational, and unforgettable too.
Creative Concept
We designed the House of Gloss as a space with something happening around every corner… literally. Think adult beauty playground, meets cultural pop-up. The experiential brand space had charm-making stations, claw grabbers with Kerastase prizes, scalp analysis, polaroid wall and a custom gloss bar.
Not only that, it was a stunning space, if we say so ourselves. It was a sensory feast with an overload of glossy surfaces, layered textures, bold pinks and plenty of 10ft flowers.
We curated a destination; where people came to play, explore and stay. Not just “pop their head in.”
The Delivery
We led the event end-to-end, with our in-house fabrication team, Bearded Kitten Studios, building, installing, and de-rigging every zone across the two-storey Soho space.
From design to build, management and derig, it was all us:
Five standout activations on the ground floor (charm bar, photo booth, claw grabber, gloss bar, polaroid wall), a DJ spinning all week, plus a complimentary F&B area and retail zone. Downstairs, we hosted expert-led masterclasses from industry icons, with every session sold out, and our custom K-scan tech let guests get a true look at their scalp health.
With queues lining Greek Street, the energy stayed vibrant throughout the 14 day pop-up!
Everything, from layout to lighting, was designed to create dwell time, shareable moments, and a brand experience that felt exciting.
The Impact
A passive product showcase wasn’t an option for Kerastase. A luxury brand requires a luxury experience, and that’s what we delivered. It was an active brand experience that people talked about, queued for, and revisited. The masterclasses sold out. The charm bar never stopped. The social noise was LOUD.
This was Kerastase’s bold brand statement, bringing their newly launched Gloss Absolu to life.
