Designed to encourage women to love their bodies, the studio is manned by a team of brand ambassadors who invite passers-by to take part in the experience.
Central to the activity is the Bits and Pieces photo booth, where women can put their face, arms, legs or other 'bits' that they like through holes in a screen, as well as display the new 'pieces' that they have purchased while shopping.
They can create different shapes and pull different faces to create a one-off moving image, which is sent directly to participants' mobile phones, along with a Femfresh sample and money off coupon to encourage purchase in-store.
Shahla Rushworth, health and beauty group brand manager at parent company Church & Dwight said: "The 'Bits & Pieces Boutique' enables us to engage with our target audience in a fun, relaxed way and introduce them to the benefits of using Femfresh as part of their everyday personal care routine. We’ve had some excellent feedback to the campaign so far."
The studio was unveiled at Westfield Stratford last weekend (12-13 September) and it will pop-up within Manchester’s Arndale Centre from Friday (18 September) to Sunday (20 September).
More from ID:
- In pictures: ID devises 'parklets' alongside Lipton Ice Tea's Daybreaker series
- In pictures: Comfort unveils immersive garden in London
- Snog's Yog-Yurt activation joins the summer festival circuit
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.