RETAIL: THE POWER OF THE POP UP

THE POWER OF THE POP UP

Pop-up events are proving to be a game-changer for beauty brands, as seen with the Shark Beauty Pop-Up SpeedStyle Salon in Sydney’s CBD and Louna Hair and Braiding’s pop-ups in Westfield centres. These events offer direct consumer engagement and a unique brand experience, leading to significant success.

Shark Beauty’s SpeedStyle Salon, inspired by their product’s name, offered quick hair styling sessions in a busy Sydney location, resulting in nearly all bookings sold out. This strategy not only provided hands-on experience for customers but also showcased the brand’s adaptability in meeting consumer demands.

Similarly, Louna Hair and Braiding capitalised on Westfield centre’s high foot traffic, offering eye-catching hair braiding services. Their success was driven by effective planning, strategic location selection, and an appealing visual setup that attracted a wide audience, especially children.

Michelle Ruzzene caught up with Louna founder Louna Cerise and Shark Ninja marketing communications director Arneka Grosvenor to find out more.

Arneka Grosvenor

HOW DID THE IDEA FOR THE POP-UP SPEEDSTYLE SALON COME ABOUT, AND WHAT WAS THE INSPIRATION BEHIND BRINGING IT TO THE HEART OF THE SYDNEY CBD?

We drew inspiration from the product name - SpeedStyle and thought why not offer 15-minute express hair touch ups using only the product. Guests were able to book a styling session via our online link and Sydney was the perfect choice due to the bustling nature of the city.

WHAT WERE THE KEY CONSIDERATIONS IN CHOOSING THE LOCATION AND DURATION OF THE EVENT?

Foot traffic and location were significant factors in choosing the salon’s location. We aimed to be in an area near major office buildings, key shopping stores, and precincts, and King Street in Sydney emerged as the perfect location.

ARE THERE SPECIFIC METRICS YOU CAN SHARE ABOUT THE SUCCESS OF THE POP-UP?

We successfully sold approximately 90 per cent of all available bookings, with most of our hairstylists fully booked on a daily basis. We will be sure to roll this out again in the future.

IN WHAT WAYS DO YOU THINK THE POP-UP HAS CONTRIBUTED TO BUILDING A STRONGER COMMUNITY OF BEAUTY LOVERS AROUND THE SHARK BEAUTY BRAND IN AUSTRALIA?

Pop-ups and activations, in general, provide a tangible experience for consumers and the wider community. They enable customers and potential customers to engage closely with the brand, allowing them to interact and witness the product live in action.

WERE THERE ANY CHALLENGES OR UNEXPECTED SITUATIONS ENCOUNTERED DURING THE POP-UP, AND HOW WERE THEY ADDRESSED TO ENSURE A SMOOTH AND SUCCESSFUL EVENT?

As is typical with all salons and beauty outlets, we experienced sold-out situations on key days and dates. However, to overcome this challenge, we demonstrated flexibility and agility. We were able to either open early or close late to accommodate additional bookings.

Louna Cerise

CAN YOU SHARE WITH US THE INSPIRATION BEHIND STARTING LOUNA HAIR AND BRAIDING, AND HOW DID THE IDEA OF HOSTING POP-UP EVENTS IN WESTFIELD CENTRES COME ABOUT?

The motivation for founding Louna Hair and Braiding was a love for beauty and hair care, coupled with the desire for a flexible work-life balance. Hosting pop-up events in Westfield centres was strategically chosen to engage a wider audience and benefit from high foot traffic, without the commitment of a long-term lease.

WHAT UNIQUE ASPECTS OF YOUR BUSINESS DO YOU BELIEVE CONTRIBUTE TO ITS SUCCESS IN THE COMPETITIVE BEAUTY INDUSTRY?

Success factors include our stylists’ long-term expertise in hair braiding, a strong emphasis on customer satisfaction, and offering unique braiding styles in a friendly environment.

IN WHAT WAYS DO YOU PREPARE FOR AND COORDINATE THESE POPUP EVENTS TO ENSURE THEY ALIGN WITH YOUR BRAND’S AESTHETIC AND GOALS?

Preparing for pop-up events involves meticulous booth setup planning, maintaining brand aesthetics, and employing well-trained staff. Additionally, receiving expert advice and support from Neil Carrasco, Regional Manager NSW, Westfield Brandspace Retail & Media, has been invaluable in selecting suitable centres and aligning them with our business goals for successful popup experiences.

WHAT STRATEGIES DO YOU EMPLOY TO ATTRACT CUSTOMERS TO YOUR POP-UP LOCATIONS AND ENGAGE THEM WITH YOUR PRODUCTS AND SERVICES?

Attracting customers to pop-up locations involves promotional efforts, social media marketing, and eye-catching displays. Live hair braiding demonstrations, especially with vibrant colours, naturally draw attention and excitement, particularly from children, making them an effective marketing tool.