Maybelline Hits the Road Next Week with “Don’t Skip The Grip” Pop Ups

Maybelline is taking its new Grippy Serum Primer on tour next week with a three city pop up series designed to put wear time front and centre. Under the banner “Don’t Skip The Grip”, the brand will bring a high energy, trial led activation to London, Manchester and Edinburgh, inviting consumers to test the primer’s serum like glide and “grip”.

The roadshow opens on Monday 16 March at King’s Cross Station, London, running 7am to 7pm, before moving to Spinningfields, Manchester on Thursday 18 March from 8am to 8pm, then closing at St James Quarter, Edinburgh on Saturday 20 March from 9am to 6pm. Manchester includes a scheduled appearance from Farron Clark, hosting from 12pm to 1pm, with free Grippy Serum Primers available during the slot while stocks last.

On site, Maybelline is leaning into education and demonstration. Visitors can expect product explainers, live demos, and prize mechanics, with giveaways including Maybelline sweatshirts, branded water bottles, Maybelline products and Superdrug vouchers, while stocks last.

The creative is built for high visibility in busy public environments, with a bold pink, oversized, roadshow style unit and an interior designed to showcase the primer and the “grip” message at a glance. As pop ups continue to do heavy lifting for newness in mass beauty, Maybelline’s approach here is straightforward: take a single hero base product, build a repeatable demo narrative around performance and longevity, and land it where commuter and weekend footfall is already baked in.