FLORENCE BY MILLS: ULTA FLC 2025
We launched Millie Bobby Brown’s new hair and body mist & lip balm
Challenge
Florence by Mills was ready to make a splash at ULTA FLC 2025 with the launch of their new Love Core Cherry Hair & Body Mist and Butter Creme Super Balm. This was a key moment to build buzz and get product directly into the hands of attendees—including store managers, and retailers. With a focus on sparking renewed excitement for the brand, Florence by Mills needed an experience that would leave guests eager to champion the products back at their home ULTA stores.
Services
Experiential Strategy
Design
Production
Fabrication
Solution
Groundswell transformed a 10x10 footprint into a vibrant, cherry-scented world that embodied the spirit of the new Love Cherry Hair and Body Mist. A monochromatic purple palette with cherry accents drew guests in, while tactile product displays encouraged exploration across skincare, makeup, and body care. To deepen engagement, guests were invited to snap a photo at our branded moment and take part in an interactive cherry tree experience—cherry picking faux cherries to reveal surprise swag and giveaways. The booth struck the perfect balance between playful immersion and purposeful education, reigniting excitement for the brand.
500
cherry scented purple cherry bag charms distributed
2500+
units of swag in the hand of attendees
