To celebrate the launch of the Pillow Talk collection in the region, we held the world exclusive launch of the Charlotte Tilbury Beauty Wonderland at the promenade of The Dubai Mall, as a joint venture with Dubai Tourism during the Dubai Shopping Festival. The programming was filled with fairground activities to highlight the theme of Beauty Wonderland with activities including; a digital ticket booth, make-up demo pods, Magic Cream product display with lips sofa photo-op, lipstick ring toss, grabber, lips buzzer and hammer games, whe main focal point of the installation was the larger than life, Instagramable moment: The Helter Skelter and fully functional slide activation! The look and feel of the Charlotte Tilbury Beauty Wonderland Helter Skelter was adapted from the global Pillow Talk campaign, bringing to life the Beauty Wonderland through theatrical design and fun fairground games. The activation design was inspired from the Pillow Talk colours: pretty, feminine and luxurious that drove interaction through multiple touch-points. In the gaming area, we invited consumers to participate and stand the chance to win exciting prizes allowing for engagement and longer dwell time in our activation. To inspire consumers to create share-able content, we built the Pillow Talk slide which was an incredible photo op for guests to experience whilst discovering the exclusive Pillow Talk collection. The newly launched Instagram account gained 4000 followers within the first 24 hours post launch and is currently at 74.2K followers.