Manchester | London, UK
Brand Activations, Delegate Management, Event Production
2,000+ Guests
1,500+ Shade matches
6 Days Activated
MGN Events partnered once again with Southpaw to deliver a high-energy brand activation pop-up and experiential product launch for e.l.f. Cosmetics at Manchester’s Arndale Shopping Centre and London’s Westfield across two seperate weekends. Designed to launch the Soft Glam Satin Concealer range, this immersive activation transformed a 15m x 7.5m retail footprint into an interactive ‘speed dating’ experience that helped over 2000 consumers find their perfect shade in just six days, driving awareness, engagement and social buzz.
The Brief
Southpaw appointed MGN Events as its trusted production and experiential events partner to bring to life an ambitious retail brand activation for e.l.f. Cosmetics, following a successful Nordics roadshow activation in 2025.
The strategic challenge was clear: with 36 concealer shades available, the activation needed to simplify what could otherwise be an overwhelming customer journey and turn product discovery into something fast, entertaining and memorable.
Set within the high-footfall environments of the Arndale Shopping Centre, Manchester, and London’s Westfield, the experience had to:
- Stop shoppers in their tracks
- Create strong brand visibility
- Drive meaningful product trial
- Encourage social sharing
- Support product awareness and conversion
Working to a tight three-week timeline and budget, the objective was to create an activation that blended education, entertainment and experiential design.
Our Approach
MGN Events managed the activation end-to-end, acting as an extension of the Southpaw team across creative production, logistics, technical delivery and on-site event management.
Turning Concept Into Reality
Starting with an artist’s visual concept, we transformed the creative vision into a fully bespoke experiential build.
Within a 15m x 7.5m footprint, we created a striking customer-facing activation space featuring:
- Bespoke heart arch entrance
- Double-sided 2D product cut-outs
- LED arrow signage
- Branded desks and stools
- 3D e.l.f. logo wall branding
- Premium backlit walling
- Custom props including mirrors, numbered stands and speed-date bells
A standout feature was the use of new backlit walling technology, delivering a sharper, more premium finish that elevated the overall customer experience.
Interactive Brand Experience Design
The activation concept centred around the “Soft Glam Satin Concealer Speed Date”, a playful, dating-inspired journey where shoppers were matched with their ideal concealer shade in minutes.
Guests moved through educational product discovery walls, shade-matching tips and messaging, live one-to-one consultations, shareable photo moments, and product sampling and giveaways
This carefully designed customer flow made the product trial journey feel seamless and engaging.
Technical Production & Engagement
To create memorable “wow moments”, MGN integrated interactive production elements including:
- Radio signal bells
- Hidden illuminated signage
- Live sound system
- Microphones and mixing desk
- Hosted audience interaction
When customers rang the bell, a hidden sign illuminated with:
“It’s an e.l.f.-ing match”
This surprise reveal became a major attention-grabbing moment for surrounding shoppers and significantly increased dwell time.
Experiential Entertainment
Entertainment was central to driving crowd engagement.
A live host interacted with shoppers, interviewing customers about their beauty and dating stories, creating a vibrant and energetic atmosphere.
We also delivered a bespoke heart-shaped photobooth, styled as an oversized ring light and make-up mirror, giving guests highly shareable branded content moments.
This was especially valuable for organic social amplification.
Seamless Logistics Delivery
MGN oversaw:
- Supplier management
- Overnight install
- De-rig
- Stock logistics
- Health & safety compliance
- Site coordination
Despite the accelerated three-week turnaround, the activation was delivered on time and on budget.
The Results
As a leading brand activation event agency for product launches we understand a succesful brand activation must deliver strong brand awareness, high engagement and meaningful customer interaction in two of the UK’s busiest retail environments.
Over three days, the experience achieved:
- 2,000+ direct customer engagements
- 1,500+ one-to-one shade matches
- Thousands of additional footfall impressions
- Significant social media sharing
- Strong positive brand sentiment
The immersive design, interactive production and live hosting consistently drew crowds and created a vibrant activation space that stood out within the shopping centre environment.
Following the success of these activations, the client is now exploring opportunities to take the concept further, demonstrating both campaign success and repeat activation potential.
2,000+
Direct customer engagements & interactions
1,500+
Shade matches delivered
1
Overnight install
How long does it take to plan a brand activation pop-up?
This activation was delivered in just three weeks from initial enquiry to live event, including creative production, logistics, bespoke build and on-site delivery.
Can MGN Events manage retail product launch activations?
Yes. We manage end-to-end experiential activations, including creative design, production, logistics, staffing, technical delivery and on-site event management for product launches and brand pop-ups.
Do you deliver shopping centre brand activations?
Absolutely. We deliver high-footfall retail and shopping centre activations, designed to drive engagement, product awareness and social buzz.
Can you support experiential product launches for beauty brands?
Yes; from beauty and cosmetics launches to lifestyle and FMCG activations, we create immersive experiences that help brands connect directly with consumers.
