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Maybelline - Ebitt


Following a journey that started in 2010, Ebitt was approached to create Maybelline’s first foray into direct retail in the UK. We created its 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.


  • Pop-up activation
  • Brand experience
  • Staffing
  • Social media
  • £24


  • 1st

    ever store
    in a mall

  • 6

    month test
    & learn

Pop-up location strategy

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

Staffing & operations

Our in-house operations team recruited a team of ten 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.

Smart payment systems

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.

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