GPT x Paullie Skin
Product launch.
A tour. A takeover.
Our Work
We partnered GPT Group with Paullie Skin to launch Paullie’s brand new lip and body products, turning a shopping centre pop-up into a fan-led takeover. The pop-up from the much-loved skincare brand by TikTok star Anna Paul saw the centre transformed into a mini marketplace for Paullie products, with crowds swarming for a chance to meet Anna and take home their very own Paullie products. Anna embarked on a multi-city tour to some of Australia’s top GPT-owned shopping destinations, taking place under Melbourne’s Central’s iconic Shot Tower, and in Pacific Fair’s stunning Resort. The event gave fans an exclusive chance to come face-to-face with Anna and her brand, giving customers the opportunity to be amongst the first in the world to get their hands on the new range of products including body butters and lip scrubs in scrumptious flavours. From conceptualisation to production and on-site management, the pop-up drew attention across social and from media alike, making the launch a huge success and driving impressive footfall to partnering shopping centres.
