Benefit Cosmetics

When Benefit Cosmetics launched their latest mascara innovation, BADgal Bounce, they partnered with Park Creative Studio to create a retail experience as bold and energetic as the product itself. Rolled out across 7 high-traffic Sephora locations in Canada, the multi-city activation brought the mascara’s promise of lift, volume, and fearless fun to life through immersive design.

The creative direction embraced the campaign’s playful spirit, reimagining core bouncey visuals through inflatables, oversized fabric florals, and dimensional 3D elements that hinted at the formula’s key benefits. Window wraps offered just enough coverage to spark curiosity from mall shoppers, while inside, a world of bounce awaited: bold colour palettes, tactile textures, and unexpected moments guided shoppers through the product story. The activation’s centrepiece was an interactive ‘play to win’ game led by Benefit brand ambassadors that drove engagement by offering both entertainment and incentives for trial. Supporting the experience, large factice displays and integrated digital content within gondolas and linears reinforced the narrative and encouraged social sharing.

Built for visibility and designed for delight, the BADgal Bounce x Sephora pop-up demonstrated that when great product storytelling meets playful retail execution, it not only moves product—it captures the imagination, creates lasting brand connections, and the results go far beyond the mascara aisle.

Services

Design
Brand Strategy
Environmental Design
Fabrication
Project Management
Installation

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