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

Sephora’s dry shampoos are celebrated for their ability to maintain hair’s freshness and volume without the need for frequent washing. Recognizing that the product’s convenient application makes it ideal for active lifestyles, Sephora aimed to foster an authentic connection with those who would benefit from it the most. We matched the brand up with GRLSWIRL, a global women’s skate collective, and together we crafted a social-first pop-up experience that offered skaters a refreshing and fun post-skate experience.

Our goal was to move beyond traditional messaging strategies and create a tangible experience that resonated deeply with the GRLSWIRL community, showcasing the versatility and convenience of dry shampoo in their everyday lives. The pop-up experience, which took place at GRLSWIRL’s group skate in Venice Beach, provided a range of "quick fixes," 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 day.

The Sephora x GRLSWIRL Quick Fix Pop-Up beautifully intertwined Sephora’s dry shampoo products with the spirited essence of the GRLSWIRL community. By embracing GRLSWIRL’s ethos of building unity through skateboarding, the event fostered genuine connections and celebrated shared passions. Beyond product demonstration, the brand activation highlighted the practical benefits of dry shampoo in a way that resonated authentically with an active lifestyle. The event sparked organic buzz and social media content, underscoring Sephora’s dedication to building meaningful relationships with communities through innovative experiential marketing solutions.