Beauty Bay appointed Purple Riot to deliver an immersive product launch for Colour Theory, its own-brand range of eyeshadow palettes. We created an experiential event for influencers, VIPs and customers — and the collection sold out the following day.
Rather than a conventional beauty launch, we created a fully immersive Colour Theory experience built around the three new palettes.
Purple Riot developed the creative concept and managed the event from initial planning through to live delivery, including venue sourcing, creative direction, event design, production, décor and styling, lighting, AV, entertainment, catering, staffing and the complete guest experience.
We selected The Loft in Manchester and transformed the venue into a Colour Theory brand world, with three distinct experiential zones inspired by the names, packaging and colour stories of Origin, Identity and Evolve.
Every element of the venue was designed to encourage discovery and content creation.
Metallic finishes, geometric structures, neon lighting, tactile textures, statement props and living installations brought the Colour Theory aesthetic into the physical space, while floor graphics guided guests through the six stages within each palette: base, transition, crease, liner, pop and highlight.
Interactive swatch stations put the products directly into guests’ hands, allowing them to experience the pigmentation and colour payoff for themselves.
At the heart of the venue, we created a floor-to-ceiling product wall combining rows of Colour Theory palettes with cactus plants, branded packaging and custom neon. The installation became both a dramatic centrepiece and a dedicated backdrop for influencer content and photography.
We designed multiple interactive touchpoints throughout the event to keep guests moving through the experience and give them reasons to create and share content.
A huge organic balloon wall doubled as an interactive competition, with 50 balloons containing different colours of confetti. Guests chose and popped a balloon for the chance to win one of the new palettes.
A branded GIF booth with a bespoke backdrop, balloons and props allowed guests to create, print and instantly share content directly from the event.
Beauty Bay branding continued throughout the entire guest journey, from large-format exterior hoardings and signage through to the lighting, music, styling and Beauty Bay brand ambassadors inside the venue.
Influencers, VIPs and customers were invited to experience the collection first-hand, with the event designed specifically to create natural opportunities for social content rather than relying solely on traditional branded photo moments.
Makeup artist and influencer Mitchell Halliday hosted a live beauty masterclass showcasing the products, supported by staging, lighting and AV production managed by Purple Riot.
A live DJ provided the soundtrack, while bespoke cocktails were created around the Origin, Identity and Evolve palettes, complete with Beauty Bay branding, edible glitter and flowers.
Even the food became part of the brand experience, with a playful menu featuring Slider into My DMs, Mother Cluckin’ Waffles and You See Me Rollin’.
Guests left with Beauty Bay goody bags filled with products and treats, extending the experience beyond the event and creating further opportunities for influencer coverage and social content.
The result was a launch that turned Colour Theory from an online product collection into a physical brand world, combining creative production, product discovery, interactive experiences and influencer engagement to generate excitement around the new range — with the entire collection selling out online the following day.
Looking to launch a new beauty or lifestyle product? Talk to Purple Riot about experiential launches, influencer events and integrated campaigns that turn products into experiences.
Ready to create a riot? Get in touch.