Sephora x GRLSWIRL • An Experiential Pop-Up Event Built with Community in Mind

Sephora came to us with the goal of creating an authentic brand moment with dry shampoo as the catalyst. Inspired by the active lifestyle dry shampoo empowers, we explored communities that align with this way of living and exemplify Sephora’s values. Together, we landed on GRLSWIRL—a global women’s skate collective. Our idea was the Quick Fix: a social-first pop-up experience to surprise and delight members after their group skate in Venice Beach.

We worked closely with Sephora to move beyond traditional messaging strategies and to create a tangible experience that resonated deeply with the GRLSWIRL community. The event programming included a range of activities and goodies, from dry shampoo styling by professional hair stylists to complimentary ice cream served from a custom-wrapped truck. Participants received free dry shampoo and other hair products, and could also test their luck in a raffle to win a one-of-a-kind branded skateboard. Other elements—like a photo wall for snapping selfies and tunes from a Sephora Sounds DJ—ensured the vibes were electric throughout the event.

The Quick Fix Pop-Up strategically intertwined Sephora and GRLSWIRL’s core values to create an event that felt genuine to everyone involved. The experience got Sephora’s products in the hands of their audience at a time when they were filled with genuine happiness and feelings of connection. And it sparked organic buzz and social content, furthering the true narrative of Sephora’s dedication to building meaningful relationships with communities through innovative and experiential marketing solutions.