EXPERIENTIAL MARKETING AND RETAIL STRATEGY
Kylie Cosmetics
A phygital pop-up experience designed to bring Kylie Cosmetics’ digital world into physical space.
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My Role
Experience Strategy · Brand Strategy · Research · Creative Direction
Deliverables
Pop-Up Experience Concept · Phygital Strategy · Rollout Plan · Revenue & ROI Model
01 — The Opportunity
Beauty retail should give you something to connect to, not just shop from.
For this conceptual experience, I saw an opportunity to extend Kylie Cosmetics beyond the screen and into a physical environment that felt immersive, social, and distinctly Kylie. Rather than treating a pop-up as a temporary retail space, I explored how technology, personalization, and shareable moments could turn the shopping experience into an extension of the brand itself. The original concept was built around creating a space where customers could move from discovering products to experiencing Kylie’s world firsthand.
02 — Cultural Insight
Beauty consumers still want physical experiences—but they expect them to feel personal.
I built the concept around a shift in beauty retail: audiences may discover products digitally, but physical experiences can create a different kind of connection. My research highlighted three behaviors I wanted the experience to address: consumers’ growing expectations for personalization, Gen Z’s continued interest in physical retail, and the purchasing impact of live marketing experiences. The result was a strategy designed to make physical retail feel less transactional and more like an experience worth participating in—and sharing.
03 — Strategic Response
Build a beauty experience that feels unmistakably Kylie.
I structured the concept around three principles: TECH-INFUSED Use tools like AI skin analysis and virtual consultations to make product discovery more personalized. SOCIAL-FIRST Design moments people naturally want to photograph, share, and experience with others through photo booths, mirrored environments, and influencer access. KYLIE-CORE Translate the recognizable Kylie Cosmetics world into physical details—from the baby-pink visual language to exclusive giveaways and surprise product-drop access. Together, these elements create a retail environment where technology supports personalization, while the physical space creates the social and emotional connection digital shopping cannot replicate.
04 — THE CAMPAIGN / SOLUTION
Turn the pop-up into a journey, not a storefront.
I developed the experience around a “phygital” layer that connects digital discovery with physical interaction. The journey could begin with an Aura Scan, move into personalized product suggestions and virtual consultation, and continue through social-first moments designed for sharing. A loyalty sign-up would extend the relationship beyond the physical visit. Visually, I wanted the space to feel dreamy, editorial, futuristic, intimate, and familiar—immersive enough to feel new while remaining recognizable as Kylie Cosmetics.
05 — Measurement
Design the first experience to become a larger ecosystem
I developed the concept with scalability in mind, beginning with a premium Los Angeles flagship and using the initial launch as a blueprint for more cost-efficient regional experiences. The rollout strategy paired a high-touch flagship with adaptable regional versions that could incorporate local cultural elements, exclusive shades, collaborations, and smaller-format activations.
06 — Reflective Takeaway
This project pushed me to think beyond traditional digital marketing and consider what happens when a brand’s identity becomes a physical environment. The challenge was creating something technologically forward without allowing the technology to become the experience itself. Every touchpoint needed to reinforce the brand, personalize the customer journey, and give people a reason to participate. Ultimately, I wanted the pop-up to function as more than a temporary store—it became a way to make Kylie Cosmetics’ digital world feel tangible.