Over the next three weeks, we’ll be spotlighting the incredible brands that participated in J&J Global Fulfilment’s POP! Initiative and sharing their thoughts on the experience. First up is The Beauty Crop, who made Week 1 truly their own.
This was The Beauty Crop’s first venture into physical retail—a major milestone for the brand. Seeing their products on shelves, engaging face-to-face with customers, and having their brand take centre stage was an entirely new and exciting experience for them.
Watch the video to see how we helped The Beauty Crop bring their “Cropmas Wonderland” to life, and hear their thoughts when we caught up with them at the pop-up.
In this article
Behind-the-Scenes in Cropmas Wonderland
The pop-up’s look and feel were inspired by festive gifting, resulting in a bright and uplifting space. Customers enjoyed deep discounts, free goody bags, and a chance to spin the wheel for special prizes.
The Beauty Crop also went the extra mile with experiential retail, hosting a series of evening events once trading had wrapped for the day. From Christmas wreath-making workshops to “Sip and Shop” sessions, these events provided a fresh and interactive way for the team to connect with their customers.
During the week, we caught up with the brand’s Founder, Ning, and Head of Brand & Creative, Emma-Louise, to hear how things were going, what customers were saying, and their real-time reflections on running the pop-up.
Check out the full conversations below!
Interview: Ning Cheah, Founder, The Beauty Crop
J&J: What do you think of the event so far?
Ning: I think the event has been amazing. It’s so nice to see our brand in the flesh; in real life. One of the standout moments for me was stepping into the space for the first time after the team worked so hard on it. Seeing all our products beautifully displayed in one area and then watching customers come in and purchase them—it’s been incredible.
The customers’ responses have been really positive. Especially right now, during peak season, with all the Cyber Week news and discounts happening online, it’s refreshing to break that up with an in-person experience. This pop-up shop really shows our customers what we’re all about and lets them experience The Beauty Crop world in person.
J&J: What inspired this event?
Ning: Honestly, I wish I could take credit for it, but it’s really the brainchild of Emma Louise, our Head of Brand. We didn’t have a lot of time to put it together, but our vision was to create a “Crop-mas Wonderland”—a Christmas wonderland filled with joyful gifting. And I think she’s done a great job.
J&J: What are you most excited to showcase to your customers this week?
Ning: We’re really excited to show off our products on display and the events we’ve planned. We have everything from Christmas wreath-making workshops to product activations to masterclasses, which allow us to interact with our customers directly.
What’s special about this event is that we’re not just a digital brand. It’s refreshing to meet people face-to-face, hear what they want more of from us, and understand how we can improve. It’s a great opportunity to interact and connect with our audience on a personal level.
J&J: It sounds like a fantastic experience! As a D2C brand, how does this differ from your usual operations?
Ning: As a D2C brand, most of our interactions are online, or occasionally through business-to-business conferences. But this experience has been different—it’s so nice to meet our customers in real life, in a physical shop setting.
J&J: How has your partnership with J&J Global Fulfilment helped you achieve an event like this?
Ning: J&J handles all our third-party warehousing, which means we don’t have to worry about the operational side of running a warehouse, especially during peak season.
For businesses that run their own warehouses, I know there are challenges like temporary staffing and inventory management during busy periods. But with J&J managing that, we can focus entirely on preparing our marketing strategy for peak season, and executing it!
Interview: Emma-Louise Clark, Head of Brand & Creative, The Beauty Crop
J&J: How has the process of setting up and running the pop-up been for you?
Emma-Louise: It’s been really exciting to get the store up and running and amazing to see our customers in real life, interacting with the products. Setting up the pop-up was a fantastic experience—we turned it around in about three weeks. We partnered with J&J to make it happen, collaborating on everything from sourcing furniture to bringing the store to life.
On the day of the launch, we set up the entire store in just one morning, which took about four hours. It was a true team effort, with both The Beauty Crop team and J&J pitching in. Seeing it all come together was incredible. We even had a queue of customers waiting outside before we opened, which was such a great moment.
J&J: What inspired you to do the pop-up, and what were your expectations?
Emma-Louise: December is peak time, and we saw this as a fantastic opportunity to see how we’d perform in the real world. The goal was to make the pop-up a gifting destination, giving customers a chance to see and interact with our products firsthand.
For us, success looks like great sales and strong brand awareness. And so far, the response has been incredible! Both mornings, we’ve had queues at the door, which has been amazing to see. It shows that our community is really engaged and excited to support the brand.
J&J: Would you consider doing another pop-up in the future?
Emma-Louise: Definitely! The response has shown us there’s a real opportunity to do this again. Seeing our customers come out for the brand and support it so enthusiastically—like the queues on days one and two—has been truly inspiring. It’s clear they want to experience the brand in real life, which is so rewarding for us.
Stay Tuned for More From POP!
Next week, we’ll take you behind the scenes with the sustainable loungewear brand Tom’s Trunks to explore their bedroom-themed pop-up.
This unique experience served as a valuable learning opportunity as they prepare to step into physical retail more fully later this year.
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