Serving sweet, shareable joy to beauty lovers
TooFaced Makeup & Bakeup Shop
AGENCY: MAS CLIENT: TOOFACED COSMETICS ROLE: CREATIVE STRATEGY
The Challenge
Beauty brands struggle to break through social media noise with meaningful retail experiences. Too Faced needed an innovative concept at The Grove in Los Angeles that would drive foot traffic, create shareable moments, and boost retail sales while reinforcing brand identity.
The Spark
Leveraging Too Faced's existing bakery-themed products, I helped conceptualized a hybrid bakery-meets-makeup shop that transformed conventional product discovery into sensory exploration. This strategic fusion amplified Too Faced's playful brand ethos while creating an unexpected retail journey.
The Work
I led strategy with the team to catch eyes while driving foot traffic to The Grove location. Our French bohemian-bourgeois aesthetic connected cosmetics and confections seamlessly.
We created strategic influencer moments throughout the space, where perfectly-pink signage drew visitors in and carefully curated product vignettes among pastries transformed browsing into a theatrical experience. Each display was strategically designed to showcase bestsellers like Better Than Sex Mascara alongside emerging heroes like Too Femme Heartcore Lipstick.
A deliciously, delightful experience
We strategically crafted social moments using decorative cakes by The Gemini Bake while beauty advisors—styled as bakers—offered consultations mimicking pastry selection. This sensory-driven approach transformed product discovery into emotional connection, elevating bestsellers like Better Than Sex Mascara from mere makeup to coveted treats.
The taste of sweet success
The pop-up's strategic placement opposite Too Faced's permanent store created a halo effect for both locations.
Our integrated approach incorporated makeup stations for "instagramable rosy cheeks," social media competitions, and mini-makeovers that drove foot traffic and extended brand reach.
Each touchpoint was designed to reinforced TooFaced’s ethos while generating shareable moments that amplified ROI beyond the physical footprint:
291% Increase in YoY Sales compared to nearby retail location
Muse Platinum Creative Award Winner
Event Marketer Award Winner: Best Retail Environment
