On the Road with Clarins as The Radiance Studio Brings Double Serum Foundation to Three UK Cities

Clarins is taking its complexion message out of the department store and into high-footfall retail destinations with The Radiance Studio, a touring pop-up created with experiential agency Backlash. The activation supports the UK launch of Double Serum Foundation and has visited Westfield Shepherd’s Bush in London from 20 to 22 February, The Trafford Centre in Manchester from 28 February to 1 March, and is due to arrive at Eldon Square in Newcastle from 7 to 8 March.

The Radiance Studio, an immersive, education-led experience, is designed to connect Clarins’ skincare equity to colour, using the brand’s existing recognition around Double Serum as the bridge. Clarins describes Double Serum Foundation as a make-up formula with skincare intent, built to deliver “youthful radiance in one drop” with buildable, customisable coverage while “actively caring for the skin for lasting results”.

At the centre of the travelling pop-up is a shade-matching area, with consultations led by Clarins Beauty Coaches. The brand is placing expertise and conversion mechanics at the heart of the format, directing visitors through personalised matching across 37 shades. Alongside the consultation zone, the space is structured around interactive and content-first touchpoints that are intended to work in a shopping centre environment, where attention is short and distraction is constant.

One of the main engagement drivers is the Glow Finder Game, a curved, interactive installation combining custom-built digital technology with physical interaction. Visitors press a button to “dial up their glow”, triggering a door to open at random and reveal a Clarins prize product, lit with warm downlighting. The mechanic is built for dwell time, repeat participation, and social-friendly filming, while keeping product sampling integrated into the experience rather than treated as a standalone giveaway.

Senior Brand Experience Manager at Clarins, Adam Hall-Matthews, said “he Radiance Studio is designed to bring the skincare-meets-make-up story of Double Serum Foundation to life in a way that feels human, personal and confidence-building. This is not about a quick product discovery moment, it is about giving people time with real experts, real skin and real results. A revolution in complexion, Double Serum Foundation brings the much-loved and highly regarded Double Serum to the make-up space offering consumers instant make-up results and long-term skincare benefits without compromising on performance. The pop-up allows us to educate consumers on the skincare benefits behind the foundation while delivering a premium, personalised shade-matching experience that helps them leave feeling genuinely confident in their new found glow. It also creates a highly shareable environment that reflects the radiance promise of the product, driving both advocacy and social conversation around the launch”.

The pop-up also includes a photobooth set against a metallic gold backdrop with flattering lighting, framed around the line “reveal your radiance”. Clarins is clearly engineering for user-generated content, supported by gold finishes, warm lighting, and a factice product display to keep the foundation visually present throughout the space. The objective is to translate “radiance” into a physical environment that is easy to capture and share, while keeping the consultation and shade match as the commercial anchor.