Fresh Beauty
Fresh Rose Pop-Up 2024
Creative Strategy, Design & Production, Fabrication, Talent Management, Press & Media Attendance and Guest List Management
Our goal
In an effort to create brand awareness for fresh Beauty's beloved Rose line, we created the fresh Beauty Rose Pop-Up Newsstand in New York City. Located at Gansevoort Plaza, the event featured a custom-built newsstand where drinks and popsicles were distributed to passersby. The setup in fresh’s signature blue created a striking visual that took over the plaza that left guests feeling immersed in the fresh world, making a lasting impression.
The Strategy
To create a buzz, we collaborated with the popular podcast duo Brooke Miccio and Danielle Carolan of the "Girls on the Go" podcast for a campaign targeting Gen-Z consumers. The Gals on the Go hosted a live session of their iconic podcast, attracting hundreds of fans who braved the heat to see their favorite influencers in action. This was the first ever live recording of a podcast in a pop-up setting, making fresh stand out and stand apart from other beauty activations. The week prior, Brooke and Danielle hosted a dinner with fresh for a diverse group of lifestyle and events influencers, to promote and raise awareness and excitement for the pop-up. During the event and in the week leading up to it, these influencers created engaging content that highlighted Fresh products, encouraged attendance, and educated their audiences about the Fresh Rose line.
The Result
The custom built, unique, and detail oriented newsstand not only provided a homebase but was used to film and record the podcast in as well as pass out drinks and popsicles to everyone who stopped by. From the moment attendees entered the space they were completely immersed into the world of fresh. Tables, chairs, and custom consultation stations were painted in the signature fresh blue to draw attention to the full plaza takeover. Branding details including branded umbrellas, directors chairs, and decals on the mirrors left guests feeling like they had entered the fresh ‘La vie en Rose Newsstand Cafe’ while leaving a lasting impression.
Attendees
Social Media Placements
Product Pouches Given Out
Consultations
