The Essence Maker Shop was a consumer engagement-focused pop-up recently hosted by the fast beauty brand in its home country of Germany. Launched in the country's capital, Berlin, the charming experience allowed brand fans to co-create and customize a variety of products. Inspired by the DIY movement and the spirit of the youthful brand, the pop-up experience featured lab coats for the attendees to wear as they traveled between stations.
The experience allowed individuals to explore flavors, colors and textures, creating a product of their liking. Given the experimental nature of the beauty world in the age of tutorial videos, the Essence Maker Shop is the perfect campaign to connect with customers in the spirit of exploration and experimentation that drives the online beauty community forward.