SEPHORA x GRLSWIRL
Quick Fix Pop-Up
Sephora tasked the Monks with finding a community and culture that intersects with dry shampoos to create a social activation with authentic engagement. Inspired by the active lifestyles that dry shampoo empowers, we partnered with GRLSWIRL – a women-founded skate collective based in Venice beach with chapters worldwide.
Our idea, the Sephora x GRLSWIRL Quick Fix Pop-Up, focused on simple fixes – whether it be dry shampoo hairstyles or sweet treats – and fostering an authentic community experience.
After their monthly group skate, attendees were delighted to find our activation with professional hair styling, a custom-wrapped truck with free ice cream, dry shampoos & other hair goodies, a one-of-a-kind skateboard giveaway, a Sephora Sounds DJ, a vibrant photo wall for snapping pics, and more.
Our social activation was a hit, with engagement through earned and owned content pieces about Sephora + our dry shampoo brands from the GRLSWIRL skate community. Plus, we hosted the most RSVP'd and interactive GRLSWIRL skate event to date.
GRLSWIRL social posts: Instagram In-Feed & TikTok + Reels
SEPHORA content creation: TikTok #1 & TikTok #2
The Results:
204 RSVPs
131 Content Pieces
114 Earned Stories
1.4 M+ Estimated Impressions
Credits: Carrie Barr (Creative Director), Ana Oseguera Espinosa (VP Group Account Director), Tara Conlin (Executive Producer), Kayla Morton (Project Manager), Emily Lam (Senior Strategist), Grace Tankersley (Senior Copywriter), Sofia Garcia (Associate Account Director), Eduardo Ramírez (Senior Art Director), Celine Sidani (Associate Director, Campaign Management)
Work created at Monks