Rimmel Turns a Westfield Escalator Into a Giant Red Slide

Rimmel Turns the Escalator Into the Main Attraction

Rimmel transformed one of Westfield London’s escalators into a giant red slide to launch Oh My Gloss! Slip Stick.

Instead of placing a conventional product display beside the escalator, the brand turned the movement system itself into the experience.

Shoppers could ride up, collect a mat and slide back down past John Lewis, moving directly through a branded red installation built around the product name and the idea of “slip.”

More than 8,000 shoppers took the quick way down during the activation.

For brands looking to create a similar high-participation retail moment, Local OOH can help plan shopping-centre activations, experiential media and high-impact retail campaigns across major U.S. markets.

The Shopping Centre Becomes Part of the Product Story

The first supplied visual shows how completely the campaign takes over the escalator zone.

Red branding extends across the upper railings and down the center of the escalator, while large copy such as “All Slip No Stick” and “Let It Slip” ties the experience back to the Slip Stick product name.

The installation turns an everyday route through the shopping centre into something people stop to watch, photograph and try for themselves.

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A Physical Experience Creates Social Content Naturally

The second supplied visual shows the slide from ground level as a shopper reaches the bottom.

This perspective makes the experiential nature of the campaign even clearer: the brand is not asking audiences to simply look at an ad. It is inviting them to participate in it.

That interaction naturally creates social content because the moment is visual, playful and easy to record.

The supplied campaign information states that riders shared clips on TikTok, extending the activation beyond the shopping centre itself.

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Retail Proximity Connects the Experience to Purchase

The activation was not isolated from the retail journey.

Signs around the slide directed shoppers toward Boots, helping connect the experience with a place where the product could actually be purchased.

The supplied campaign information also states that shoppers spending £9 or more on Rimmel products at the Westfield store could win £500 worth of beauty products.

That creates a clear path from attention to participation to retail action.

More Than 8,000 Shoppers Participated

The campaign generated more than 8,000 rides, giving the product launch a measurable participation element beyond passive impressions.

For an experiential campaign, participation matters because it shows that audiences were willing to spend time with the idea rather than simply passing it.

The shopping-centre environment gave Rimmel the combination of footfall, dwell time and a relaxed audience mindset needed for the experience to work.

The Campaign Uses Dwell Time as a Creative Advantage

Carly Barrett, Account Director at Limited Space, highlighted the value of the shopping-centre environment in the supplied campaign material.

Her point is straightforward: people in this environment have more time to stop, interact, experience the idea with friends and create social content.

That makes shopping centres particularly useful for campaigns that need more than a few seconds of attention.

Why the Rimmel Slip Stick Activation Works

• The product idea becomes physical. “Slip” is translated into an actual slide.
• The media is interactive. Shoppers participate rather than only observe.
• The location supports dwell time. Westfield gives audiences time to stop and engage.
• The experience generates content. Riders naturally create TikTok-ready moments.
• The activation connects to retail. Signage points shoppers toward Boots and the purchase incentive reinforces conversion.

Local OOH: Experiential Media Can Connect Attention, Participation and Retail

Rimmel’s Westfield London installation demonstrates how experiential OOH can make a product launch feel larger than a standard media placement.

The campaign combines physical interaction, strong branding, social sharing and proximity to purchase in one environment.

For beauty, fashion, retail and consumer brands, this kind of strategy can turn a high-footfall location into both a media channel and a live brand experience.

Local OOH can help plan experiential media, shopping-centre activations, DOOH and retail-focused campaigns that move audiences from attention to interaction.

Build Your Next Experiential Campaign With Local OOH

Want to turn a product launch into something people can physically experience and share? Local OOH can help plan and quote the right experiential format.

From interactive installations to high-impact retail media, the right environment can give audiences time to stop, participate and remember the brand.