Elevating direct retail

Following a journey that started in 2010, Worth was approached to create Maybelline’s first foray into direct retail in the UK. We created their famous and highly publicised pop-up store in Soho, London and our strategy for the second pop-up was to recreate it in a shopping mall environment in the UK.


  • Brand Experience
  • Pop-up design & build
  • Store activation
  • Staffing
  • Social media


  • Increased basket size by 39% versus major high street competitor
Maybelline stand signage
Maybelline stand product close up


We approached the Bluewater shopping centre as the venue of choice and secured a premium mid-mall location for a 6-month test. The store opened in early November 2015.

Maybelline bluewater stand

Staffing & operations

Our in-house operations team recruited a team of 10 beauty specialists led by an experienced store manager who we headhunted from the beauty brand Benefit. We managed the day-to-day running of the store, developed price promotions and ensured the timely movement of stock from L’Oreal’s central depot to Bluewater.

MAybelline staff with product

Till system

We implemented a cloud-based till system, Epos. The new system allowed us to remotely track sales, stock levels, ATV and data capture via mobile devices.

MAybelline product scanning
MAybelline portable till system