The Brief
To celebrate the launch of Anastasia Beverly Hills’ new Kiss Theory Lip Balm range, the brand wanted to create an immersive beauty experience in the heart of Sydney. The goal was to drive awareness, encourage product discovery and give shoppers a memorable way to experience the new range beyond the traditional retail environment.
The Activation
Woofys delivered a custom beauty activation outside Sephora on Pitt Street, transforming the space into an inviting destination for product trial, gifting and real-world brand engagement.
At the centre of the experience was a branded beauty bar where shoppers could discover the Kiss Theory Lip Balm range and engage with the product firsthand. To build excitement and reward early visitors, the first 80 guests each day also received a Lash Genius Serum and Stick Highlighter.
Every element was designed to reflect Anastasia Beverly Hills’ polished aesthetic while creating an accessible, high-impact moment that encouraged people to stop, explore and share the experience.
The Result
The activation brought the Kiss Theory launch directly to a high-traffic beauty audience, creating strong visibility outside one of Sydney’s leading Sephora locations.
Through product discovery, gifting and a considered physical experience, the activation turned a new product release into a memorable brand moment—driving engagement, encouraging trial and giving shoppers a tangible connection to Anastasia Beverly Hills.
"Sephora has been partnering with Woofys for our events over the years and it’s always a fantastic experience. Woofys goes above and beyond to make the whole process from start to finish as easy and seamless as possible. Nothing is ever a problem and they are always helpful providing solutions and other suggestions to make the event as beautiful as possible. We love working with them and highly recommend them and their services."
"Woofys have continued to provide Vogue Australia with creative, sustainable and adaptive catering solutions to ensure our events deliver an exceptional, end to end on-brand experience."
"Love working with the Woofys team. Always delivering top class fun events and activations and the team are so easy to work with. Highly recommend!"
"Tommy Hilfiger has worked with Woofys on countless events and activations. Our customers love the options from coffee carts to popcorn carts. Highly recommend their services and their ice cream sandwiches!"
"We love working with Woofys – always professional, always prompt and always delivering a highly engaging, elevated product that fits the brief every time."
