“Warehouse of Dreams”
Client: Beauty Pie
Live: 30th June – 10th July 2022
The membership beauty brand is offering shoppers the chance to try the products in real life at their new pop–up concept store. The cosmetics subscription brand will open its doors in Covent Garden, dubbed ‘London’s beauty quarter’, from 30 June to 11 July.
Founded in 2016 by serial entrepreneur Marcia Kilgore, Beauty Pie was created as a one–stop destination for luxury beauty products at ‘warehouse prices’. The D2C brand claims it does not charge consumers for the ‘middleman’ or retailer mark-ups.
Visitors at the Covent Garden pop-up will learn about the brand’s pricing strategy and how Beauty Pie works with leading industry suppliers to create the high end products. The ‘Warehouse of Dreams’ will offer shoppers the opportunity to learn how Beauty Pie operates, including an insight into how it works with a network of over 50 of the world’s leading labs to create high-end products at affordable prices. Experts will also be on hand to offer beauty lovers advice, helping them to find the best products for their skincare concerns straight from the production line Members of Beauty Pie will receive a discount at the 7 James Street store, as per theirsubscription, and non-members will have the opportunity to sign-up to receive up to 75% off retail prices.
Rebecca Pratt, Account Director at Backlash comments “Beauty Pie’s disruptive membership model and brand expression lends itself perfectly to creating bold retail experiences, which means that they always push for bigger and better, and is exactly the kind of ambition we want from a client agency partnership. We are incredibly excited to see the public’s reaction to the ‘Warehouseof Dreams’ concept, which brings the Beauty Pie brand to life in a unique and creative way”