British beauty disruptor P Louise is sleighing the festive season with its most ambitious campaign yet—m, a CGI-powered Christmas pop-up installation that blends immersive digital worlds with IRL beauty experiences, launching December 2025. The brand, celebrated for its maximalist palettes and playful self-love message, is turning the holidays into a bold multimedia spectacle that promises to redefine how beauty lovers celebrate, shop, and share makeup magic.
- Pinkmas at Trafford Centre: Where Fantasy Meets Festive Reality
- Advent Calendars, Limited Drops, and Exclusive Merch
- Interactive Storytelling and Digital-IRL Blending
- Celebrity Guests, Pantomime, and Memories in the Making
- Social-First and Collectible
- The Vision: Making Self-Love, Community, and Color Go Viral
Pinkmas at Trafford Centre: Where Fantasy Meets Festive Reality
The experience—dubbed Pinkmas—returns to Manchester’s Trafford Centre following last year’s sold-out run, but this edition ups the ante with interactive CGI zones, immersive storytelling, and all-new beauty gift sets.
“I wanted to create the memories I never had, and above all else, give others the chance to make those magical moments,” said Paige Louise, founder and CEO of P Louise. “Pinkmas is all about connection, creativity, and a sprinkle of holiday sparkle for everyone who visits.”
Attendees can journey through three themed zones:
- Mrs Claus’ Kitchen for custom gingerbread treats,
- The Post Me Pretty Room for writing wish-list letters in a pixel-perfect lounge,
- The P.Louise Pantomime main stage, headlined by special guests and surprise Santa cameos.
The entire experience is wrapped in CGI-projected motifs—m, think frosted peppermint pathways, larger-than-life digital snowflakes, glittering digital makeup palettes, and animated elves guiding guests through each festive touchpoint.
Advent Calendars, Limited Drops, and Exclusive Merch
This year, the pop-up coincides with the much-hyped P Louise Cruising Home For Christmas Advent Calendar 2025, which features 25 days of makeup, skincare, and self-care surprises tucked inside a collectible, limited-edition set. Wrapped in dreamy holiday packaging with CGI-inspired design, the calendar includes best-sellers, exclusive shades, and full-sized palettes—delighting fans with value and creativity.
The brand revealed that the calendar is filled with exclusive P. Louise treats designed to make every day of December special — offering 25 days of makeup magic, skincare delights, and moments of self-love.
Interactive Storytelling and Digital-IRL Blending
Visitors can create custom CGI avatars, unlock virtual makeup looks to try on or share to social media, and interact with digital art installations that reference the brand’s iconic product designs.
Physical stations offer holiday collection shopping, gift wrapping, limited-edition festive-scented makeup (think frosted peppermint gloss and candy-apple blush), plus hands-on masterclasses and makeup consultations led by the brand’s signature “elves”.
Celebrity Guests, Pantomime, and Memories in the Making
No P Louise pop-up is complete without a show: this year, the P.Louise Pantomime will take over a main stage, featuring performances, comedy skits, interactive beauty demos, and a guest appearance from Santa himself. Each hour culminates in a glamorous drop, giving fans the chance to score limited releases available only at Pinkmas.
“Christmas has arrived early, babe! Our limited-edition Christmas collection is here for the early birds — featuring makeup, skincare, pyjamas, body treats, and gifts.” True to P. Louise’s signature style, each item comes wrapped in ultra-glam, festive packaging that makes every present feel truly special.
Social-First and Collectible
With thousands of fans expected to attend—and millions more participating online—the pop-up is designed for sharing. Every corner is a backdrop, every touchpoint engineered for TikTok and Insta-ready moments: from CGI reindeer selfies to beauty loot “unboxing” stations and reels-ready product close-ups.
The Vision: Making Self-Love, Community, and Color Go Viral
Pinkmas is a celebration of the brand’s energy and joy, with a digital twist for the next generation. The P Louise CGI Christmas pop-up will run from December 1 to January 4 at the Trafford Centre and feature exclusive merch, festive masterclasses, and surprise celebrity cameos.
