fbpixel Lattafa Pop-Up Brazil Brand Activation | MG Empower
Lattafa Pop-up Brazil Lattafa Pop-up Brazil
Lattafa Brazil Pop-up
Lattafa Asad & Elxir Lattafa Asad & Elxir Lattafa Asad & Elxir Lattafa Asad & Elxir
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Lattafa Asad & Elxir

Engaging Brazilian consumers with a two-week, interactive retail activation bringing Lattafa’s Elixir fragrances to life.

Lattafa’s newest fragrances, Asad and Yara Elixir, made their Brazilian debut with a pop-up designed to spark curiosity, drive footfall, and inspire consumers to dive into the world of Elixir. Located in Morumbi Mall, the two-week activation transformed a high-traffic retail space into a vibrant playground where scent, flavour, and interactive storytelling came together. Built for trial, discovery, and shareability, the experience helped Lattafa connect directly with its audience, building excitement and demand from the moment doors opened.

45 K
FOOTFALL
348907890
FRAGRANCES SOLD
231230123 $
EMV
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Objective.

To introduce Lattafa’s new Asad and Yara Elixir fragrances directly to Brazilian consumers through a high-impact retail activation in São Paulo—designed to drive large-scale trial, increase brand visibility, and generate in-market sales for this exclusive launch. The activation needed to not only educate consumers on the fragrances’ personalities and notes, but also create a playful, memorable experience that encouraged sampling, content creation, and social amplification.

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Strategy.

The activation was amplified through a paid media strategy running in two phases. A teaser campaign launched ahead of the pop-up, using tailored creative assets to generate awareness and buzz before the booth opened. This was followed by an ongoing traffic campaign to maintain visibility and encourage continued footfall throughout the pop-up period.

Influencer and press engagement played a key role in creating early momentum. A soft launch gave select influencers and media exclusive access to the booth, allowing them to produce content in advance of the public opening and encouraging their audiences to visit, creating anticipation and social proof for the activation.

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To reach the brand’s core audience, Morumbi Mall was selected for its high footfall and alignment with Lattafa’s target consumers. Over two weeks, the space was transformed into a 50 m² immersive booth that combined sensory exploration with playful interaction. The booth featured two distinct environments representing the personalities of ASAD Elixir and YARA Elixir, connected by a central “trouble” zone that brought the campaign line “Together We’re Trouble” to life through an interactive game. Guests could explore the fragrances through product discovery stations, enjoy Elixir-flavoured ice creams inspired by the scents’ key notes, and capture content at a digital photomoment, all designed to extend the campaign’s visual identity into the physical space.

The activation was amplified through a paid media strategy running in two phases.

A teaser campaign launched ahead of the pop-up, using taliored creative assets to generate awareness and buzz before the booth opened. This was followed by an ongoing traffic campaign to maintain visibility and encourage continued footfall throughout the pop-up period.

Influencer and press engagement played a key role in creating early momentum. A soft launch gave select influencers and media exclusive access to the booth, allowing them to produce content in advance of the public opening and encouraging their audiences to visit, creating anticipation and social proof for the activation.

 

 

 

 

Strategy

Influencer seeding box.

The seeding box was designed as a physical expression of the Elixir universe—bold, dual-toned and rooted in the playful tension of “Together We’re Trouble.” A string wrapped around the exterior introduced this idea from the very first touch, creating a subtle push-and-pull interaction before the box was even opened. Inside, split colours, layered textures and a reveal-style mechanism echoed the contrasting personalities of Asad and Yara. We also created custom incense and incense holders inspired by the key notes of each fragrance, allowing influencers to experience the scents in a new sensory form.

Gifted to 100 influencers across Brazil, the box sparked strong pre-launch buzz. Unboxing, scent rituals and first-impression videos helped drive anticipation and direct audiences to the Morumbi Mall activation, amplifying the launch across social channels.

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Results.

Results.

The Morumbi Mall activation successfully engaged consumers, driving consistent foot traffic and encouraging interaction with the booth’s immersive and playful elements. Guests sampled the fragrances, captured content, purchased the Elixir’s and shared their experiences across social platforms, amplifying the launch beyond the physical location. By combining a sensory-rich environment with strategic paid media and influencer amplification, the activation effectively introduced Lattafa’s new Asad and Yara Elixir fragrances to the Brazilian market, strengthened brand visibility, and supported sales.

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