Charlotte Tilbury

Charlotte Tilbury’s EXAGGER-EYES Pop-Up Series Takes Over Sephora

Park Creative Studio partnered with Charlotte Tilbury to create an immersive, multi-location pop-up experience in Sephora Canada stores, celebrating the launch of their new EXAGGER-EYES Mascara. Drawing on the glamour and elegance of the Art Deco era, this pop-up series was designed to immerse consumers in the world of Charlotte Tilbury, while showcasing the brand’s latest innovation in beauty.

Inspired by the timeless sophistication of Art Deco aesthetics, each Sephora location was transformed into a luxurious, interactive space. Key design elements included bold geometric shapes, sleek lines, and a rich colour palette of black and gold to reflect the grandeur of the 1920s. The goal was to create a brand experience that felt elevated while offering customers a chance to engage directly with the EXAGGER-EYES product.

At the core of the activation were custom-designed vanity stations, where guests could experience personal makeup touch-ups from Charlotte Tilbury experts. A striking photo booth acted as a magnetic centrepiece for drawing shoppers in and encouraging social sharing. Oversized EXAGGER-EYES mascara factices were used as dramatic focal points, offering the perfect prop for people to pose with and share their bold new looks. Every element of the consumer journey was carefully crafted to immerse visitors and bring them closer to the brand and product.

This branded pop-up wasn’t just about launching a new product—it was about creating a meaningful and lasting brand experience with Sephora shoppers. Through a thoughtful blend of design, interactive elements, and consumer engagement, we built a space where people could connect with Charlotte Tilbury on a deeper level, test the product in a glamorous setting, and share their experiences on social. The campaign was a resounding success—driving foot traffic, generating widespread buzz, and establishing EXAGGER-EYES as one of the most talked-about beauty launches of the season.