In-Store Lipstick Engraving Experience for Product Launch | Fenty Beauty
To mark the launch of Fenty Beauty’s Icon semi-matte refillable lipstick, Noonah partnered with Backlash to create a unique in-store engraving experience for the product launch at Boots, Covent Garden.
By combining personalised product engraving with interactive photo opportunities, we transformed an ordinary shopping event into an engaging customer experience that added value for both shoppers and the brand.
Transforming Retail Experiences with Personalised Product Launches
The Brief
Fenty Beauty and Boots sought to enhance the launch of their new Fenty Icon lipstick by offering customers more than a traditional retail experience.
Their goal was to create memorable interactions, drive in-store footfall, and encourage customers to share their experiences online.
They required innovative and interactive technology solutions to elevate customer satisfaction and clearly differentiate the event from other product launches.
Our Approach
We designed and delivered an immersive in-store engraving experience for the product launch, centred around our engraving technology. Shoppers purchasing the new Fenty Icon lipstick had the opportunity to have their lipstick custom engraved with their names or initials, creating a unique, personalised keepsake.
In addition to the engraving experience, we introduced a custom-built, branded photo booth that allowed customers to capture their new looks after receiving makeovers from Boots’ beauty experts.
Guests received printed and digital photographs complete with custom Fenty Beauty frames and branding, providing additional personalised souvenirs to complement the engraved lipstick.
The event was carefully planned to ensure smooth operations within the busy retail environment, offering a seamless and enjoyable customer journey that combined interactive elements, personal shopping advice, and experiential technology.
The Result
The in-store engraving experience for the product launch was highly successful, clearly demonstrating customer interest in personalised beauty products.
The custom photo booth also proved immensely popular, with approximately 1,000 customers using it to capture their new looks, demonstrating the activation’s strong appeal and effectiveness in boosting customer engagement.
The activation significantly enhanced the overall customer experience, helping shoppers forge memorable connections with the Fenty Beauty brand.
By successfully combining personalised engraving with interactive photo moments, the launch event provided a template for future innovative retail activations, highlighting the value of experiential personalisation in driving customer satisfaction and brand loyalty.
This project showcased how an in-store engraving experience for product launches can effectively elevate retail interactions, setting a new benchmark for beauty brand activations in a competitive market.
