Ciroa Beauty
THE CHALLENGE
Ciroa Beauty, an Australian-owned affordable luxury skincare brand, was preparing for a key seasonal moment in the lead-up to Christmas.
The brand approached DisplayWise with a brief to create a high-impact retail pop up activation in Pitt Street Mall, one of Australia’s busiest retail precinct, that would not only stop foot traffic but also translate seamlessly to social media.
The activation needed to feel playful yet premium, align with Ciroa’s joyful, sensorial brand world, and deliver strong engagement within a tight one-week timeframe.
CLIENT | JAMESLY X CIROA BEAUTY |
|---|---|
SERVICE | POP UP |
LOCATION | PITT STREET MALL |
DATE | DECEMBER 2025 |
THE SOLUTION
DisplayWise partnered with Ciroa Beauty to design and build a vibrant, pastel-inspired pop up experience that brought the brand’s ‘Sweet Treats’ concept to life in a tactile, highly shareable way. Positioned in a high-footfall zone within Pitt Street Mall, the pop up was designed to attract attention from every angle while encouraging visitors to step inside and interact.
At the heart of the activation was a custom-designed spin-the-wheel feature, drawing crowds and creating moments of delight through prize giveaways ranging from body scrubs to moisturisers. The space was supported by bespoke modular elements including custom walling, and a central counter, all finished with current campaign graphics. Functional details such as lockable drawers, sliding doors and integrated product risers ensured the space was both visually polished and operationally secure.
From the outset, the entire build was designed with modularity in mind. Core structural elements were engineered to be reconfigured and reskinned, allowing Ciroa to reuse the assets across future campaigns and retail environments without compromising the premium look and feel of the brand.
THE RESULT
Across the one-week activation, more than 15,000 shoppers participated in the spin-the-wheel experience, generating sustained foot traffic and strong engagement throughout the campaign period.
The brand doubled the amount of products sampled compared to last year and also doubled their sales, selling out of all of our Christmas sets at the pop up. The playful, sensorial design translated seamlessly across YouTube, Instagram and TikTok, amplifying the reach of the pop up well beyond the physical site.
The activation also demonstrated how a short-term retail brand moment, when underpinned by strong creative, strategic placement and social-first thinking, can deliver outsized impact. Just as importantly, Ciroa Beauty now has a suite of reusable, modular assets ready to evolve with future campaigns — extending the lifespan and return on investment of the build.
“Working with DisplayWise allowed us to think beyond a one-off pop up. From the beginning, the team designed the space with modularity and reuse in mind, ensuring key elements could be reconfigured for future campaigns without losing the premium feel of our brand. Reusing assets was important to us not just from a sustainability and cost perspective, but because it gives us flexibility to evolve our retail experiences over time. The result was a pop up that delivered strong engagement in the moment, while setting us up for what comes next.”
ELLIE WIERUM
MARKETING SERVICES MANAGER – JAMESLY FOR CIROA BEAUTY AUSTRALIA
Inspired from the Ciroa Beauty experience?