Despite its high fashion image, the vast majority of L’Oreal brand volume was sourced from the mass channel. On top of that, research showed that many of these consumers, particularly those outside urban markets, had little or no understanding about makeup application and skincare.

To create mass brand affinity through deeper understanding and education, Legacy created a 5,000 sq. ft. beauty pavilion that toured high-attendance events in rural and suburban areas.

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The experience delivered individualized beauty consultations in an immersive branded environment where consumers received on-the-spot makeovers and personalized education. Going well beyond the typical beauty counter sales approach, Legacy developed and deployed consultative selling strategies that truly engaged the target and left them feeling empowered.

During the first 8 weeks of the activation, 870,000 attendees were engaged with 40% receiving a 1-to-1 consultation. 88% of attendees who had not purchased L’Oréal in the past five years planned to do so and 87% of attendees told others about their experience.

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