Merit’s spectacular and long-awaited global launch at Sephora UK required Outform’s expertise to translate the brand’s visual identity and design language, established in North America, for the UK market. To support this launch initiative, we took the brand’s minimalist aesthetic to the next level, transforming Merit’s Sephora UK debut into a disruptive, full-scale retail beauty experience embracing multiple in-store touchpoints.   

The goal was to boldly announce the arrival of Merit in the UK and instantly convey the brand story to generate awareness and drive productivity.  In partnership with the Merit team, we developed the full execution concept, then Outform designed, engineered, produced and installed the launch experience seamlessly across seven key Sephora UK locations in London, Manchester, Newcastle, and Birmingham.  

Every detail—design, materials, layout and lighting—was crafted to bring Merit’s differentiated ethos visually to life within the unique footprint of each store.  The strategic store takeover included inline gondolas, window installations, front-of-store focus tables and a custom shop-in-shop launch pad, all incorporating the brand’s iconic visual elements to create wow-moments to interact with the brand throughout the store. 

The launch received enthusiastic feedback from Merit, Sephora UK, and beauty shoppers. In just the first week, the installation significantly boosted Merit’s brand recognition and category rankings across Sephora UK stores, marking a successful and high-impact debut.