Beauty goes Magic: Catrice opens pop-up concept store in Cologne
The beauty brand Catrice made a bold statement with a high-profile content campaign: A pop-up concept store was brought to life in Cologne, with its development — from the initial idea to the grand opening — documented in an accompanying series. The focus was on creatively engaging with current beauty trends and building a unique branded space.
Task & Goals:
Influencers HoneyPuu and Karo Kauer were tasked with launching a pop-up concept store in Cologne for the beauty brand Catrice. Their mission: plan, build, and open. The series “Own Your Magic Studio”, broadcast on MTV and YouTube, followed their journey across eight episodes, offering insights into trend research, the beauty business, and the realization of their very first pop-up concept store.
EAST END was responsible for refining the content from the series for beauty fans, transforming it into a tangible experience, and operating the pop-up store on-site.
Idea & Implementation:
In the vibrant heart of Cologne, the pop-up concept store came to life — a true beauty hotspot for anyone ready to become a protagonist in their own beauty story. It was a space that invited visitors to tap into their personal magic and celebrate beauty as an expression of their individual strength.
From make-up stations to a nail art bar and exclusive Catrice products, everything was in place to offer guests a unique shopping and inspiration experience.
In addition, the two hosts invited inspiring experts — including presenters, singers, and creatives — to share their insights on beauty and fashion.
Result:
The result was a standout brand experience that brought the magic of Catrice — a cosnova brand — into the city in a highly engaging way. With distinctive architecture, special activations, and expert knowledge, the pop-up store captivated beauty fans and left a lasting impression.
