ACTIVATION: PAULA’s CHOICE BHA POP UP
Situation: In June of 2026, Paula’s Choice introduced a new generation of its iconic, award winning and best selling BHA franchise, expanding its offering with a 1% and 4% BHA strength made to empower individuals to take control of their skin and offer The One now for everyone. Movement Agency was asked to create a large scale consumer pop-up and create an interactive skincare destination, which became the first ever BHA consumer pop up done in Australia.
The pop-up doubled as a consumer activation and media launch space in the heart of Paddington, where the team generated and created unique touchpoints and experiences throughout the space. Inviting media, key opinion leaders, UGC creators and consumers to step into a bold BHA world, the space was built for standout content whilst incorporating awareness and education on the BHA range with extended offerings.
To kick off the pop-up, Paula’s Choice hosted a launch event the night prior with media, key opinion leaders and internals from Paula’s Choice’s retail partner Sephora, where guests could enjoy cocktails and canapés whilst being introduced to the right BHA strength for them through the on-site product expert. Guests were encouraged to interact with a fully custom and branded claw machine to win additional prizes and capture a fish eye lens picture in the photo booth that could then be turned into a custom Paula’s Choice keychain.
This was followed by a dedicated UGC creator morning, where content creators were invited to experience the pop-up and produce social content. The activation then opened to consumers over two days, with a target attendance of 600 visitors.
Strategy: Movement Agency developed an amplification strategy designed to maximise awareness, drive foot traffic and extend the campaign's impact beyond the launch event. Alongside creating a targeted beauty and lifestyle guest list for the launch event, Movement Agency recommended partnering with Broadsheet as a paid media partner, recognising its strong ability to drive foot traffic and consumer attendance. This partnership supported the high KPI of attracting 600 consumers across the two-day activation.
Movement also strategically hosted a dedicated two hour UGC creator session on the morning of the public opening. More than 30 creators were invited to experience the pop up and produce what’s on, real-time content. By amplifying a wave of social content before doors opened, the strategy created anticipation and drove additional awareness throughout the consumer activation.
Services provided:
Event Ideation and Management
Management of Full Scale Event Production
Supplier Sourcing and Management
Supplier Management for Out Of Home Guerilla Styled Marketing with Sister-Agency Grounded
Ongoing WIPs in the lead up
Paid Media Partner Recommendations and End-To-End Management
Management and Overview of Creative Direction and Styling
Guest List Creation and Management
Minimal Design Work
Photographer and Videographer Briefing and Management
Catering Management
Runsheet Development
On Site Coordination and Support, including Event Management and Guest Management
UGC On Site Coordination and Hosting
Media Press Coverage
Reporting and Tracking of Coverage and ROI
Result: The media launch exceeded its attendance target, with more than 70 guests attending against a KPI of 50. The consumer activation also exceeded, attracting 779 attendees over the two day pop-up, with the target of hitting 600 consumers. The campaign generated significant earned amplification, resulting in more than 180 social mentions and tags from media and key opinion leaders, alongside 15+ pieces of editorial coverage dedicated to the pop-up, including coverage in the Sunday Telegraph.
