Laneige and Boots threw a 'Juice Pop' record party to launch lip tints in London

Drive awareness and engagement for Laneige's new lip tint range at Boots, increasing footfall into Boots Covent Garden and connecting with customers outside the store too.

'The Juice Pop party': a music-inspired takeover — the store as a record-filled immersive set, the piazza outside an amp-shaped pop-up with games and goodie bags.

Backlash transformed the store's Beauty Live area with custom record-inspired product displays, a bold window installation and an interactive Spin to Win game; outside, an amp-inspired pop-up in Covent Garden Piazza ran a Guess the Song game with prizes and goodie bags.

750 people visited the activation, 750 goodie bags were distributed and 850 prizes were won across the piazza and the store.

To launch Laneige's new lip tint range in Boots, the two brands came to agency Backlash for a standout experiential campaign that would drive awareness, engagement and footfall into Boots Covent Garden, connecting with customers both inside and outside the store. Backlash answered with 'The Juice Pop party', a vibrant, music-inspired concept that ran across in-store and out-of-store spaces simultaneously.

Inside Boots Covent Garden, the Beauty Live area became a fully immersive Laneige takeover: custom record-inspired product displays, a bold window installation and an interactive 'Spin to Win' game to drive engagement and product interaction. Outside, an amp-inspired pop-up in Covent Garden Piazza invited passers-by to play 'Guess the Song', win prizes and collect complimentary goodie bags — a second, high-impact environment celebrating both brands.

The activation drew a strong turnout: 750 people visited the space, 750 goodie bags were distributed and 850 prizes were won across the piazza and the store.

A music-party frame gives a lip-tint launch a subculture to borrow — colour, sound and ritual — instead of a counter display.

Running store and piazza as one event moves footfall in both directions: street traffic in, shoppers out.

Game mechanics (Spin to Win, Guess the Song) force product interaction, converting curiosity into hands-on trials.

An in-store launch doubles its footprint when the outside of the store works as a second stage — one concept, two doors.

The material records the activation's turnout but no sales figures or plans to extend the concept to other Boots stores.