Maybelline pop-up at Westfield Centro: a colossal beauty experience

Keyfacts

Professional make-up re-touches
Hands-on activities with exclusive goodies
Pop-up store suitable for social media

May is already spreading strong summer vibes – and a bright yellow pop-up stand from Maybelline recently brought just those vibes to Westfield Centro, with the cosmetics company presenting the iconic “Colossal” product range in an inviting space in the shopping centre between 15 and 17 May 2025 – with the new Bubble Mascara at the heart of the promotion. From high-impact eyelashes to vibrant make-up styles – visitors were able to experience the entire Colossal range of mascara and Kajal up close and personal.

Feel like a star

In the “Breaking Beauty News” zone, visitors were able to show off their best looks and become part of the Colossal community. They were able to take personalised photo statements that could be seen directly at the venue on large screens – for a superstar feeling enhanced even further by stylish director’s chairs and flashing mirrors. In the “Chillout Make-up Area”, guests were able to relax and treat themselves to a professional re-touches emphasising their eyes. Cosy seating and an open, inviting design made for a pleasant stay.

The new Bubble Mascara in the popular Colossal range was the focus of the Maybelline promotion.

The other products in the Colossal line-up, which comprises mainly mascaras, were also showcased to great effect at Westfield Centro.

Visitors to the Westfield Centro simply couldn't avoid the self-contained structure located in the venue's "Mitteldom". In fact, the sun also helped showcase the pop-up.

Like on a film set: anyone who had their look refreshed by the make-up artists was able to feel like a star being readied for their next performance.

The Maybelline set-up was equipped with a multitude of careful detail. In addition to the ball pool, visitors were treated to other gimmicks such as a wheel of fortune, a chewing gum machine and a photo booth.

Playful accents were provided by a super-sized chewing gum machine and a wheel of fortune, with cool prizes waiting as surprises – perfect for arousing curiosity. The centrepiece of the promotion area was a branded ball pool, which provided fun and also spectacular social media moments. For anyone wanting to discover the entire Colossal range and be instagrammable at the same time, the Maybelline stand was the place to be.

Another winning chapter

The campaign was accompanied by an impressive presence on the 360° screen named “The Halo” which maximised visibility, and by a comprehensive data report on visitor numbers, interactions and bricks-and-mortar traffic which documented the success of the promotion and provided valuable insights for future campaigns. Indeed, Maybelline and Westfield have been a good match for a long time, as shown by various campaigns in the past.

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Cases

Feel like a star

Another winning chapter