Backlash helps Thayers pop up in London with rebranded style

thayersThayers, a witch hazel championing natural remedy health and beauty brand, has popped up with a bright red look in two London locations. The brand, which was bought by L’Oreal in 2020, is unveiling its new messaging to consumers in a campaign created by agency Backlash. The non-alcoholic witch hazel formula is clinically proven to reduce the look of pores in as little as one week as well as provide 8-hour hydration, whilst being gentle and non-drying or stripping.

Ahead of this pop up, Thayers did a deep dive into who their consumers were.  Teens and the Gen-Z market were identified as a clear key consumer of the brand. A rebrand to make them more appealing to Gen-Z was made. Thayers said goodbye to the apothecary look and hello to an unapologetic and confident rebrand asking everyone to own their skin.

At the pop ups, a full brand remix focuses on the question: WTF is a toner?

The two pop-ups will invite consumers to try samples of the iconic best-selling toner and learn more on how Thayers can help ‘take down pores.’


Battersea Power Station, Malaysia Square, Circus Rd W, Nine Elms, London SW11 8AL

Fri 4th August (11am – 7pm) & Sat 5th August (11am – 7pm)

Boxpark, 2-10 Bethnal Green Road Shoreditch, London, E1 6GY

Thurs 17th August (11am – 6pm) & Fri 18th August (11am – 5pm)


Carina Garcia, Senior Art Director – Backlash comments: 

“The centerpiece of the pop-up concept is the iconic British telephone box, reimagined with an edgy American look. Inside, guests are invited to dial 1847, the iconic year Thayers was founded, connecting them to a skincare expert ready to answer the most asked question ‘What the F*** is toner?”

The educational dialogue within the telephone box offers valuable insights into the benefit of using Thayers toner as the one-step prep for better bare-looking skin. Once the call concludes, a sample drops into the phone box, empowering guests to try it at home – This simple approach introduces the new Thayers brand positioning in a fun and memorable way and drives home why the brand has garnered such massive popularity in the States”

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