Natural beauty brand THAYERS has unveiled a full rebrand, which it celebrated with the ‘WTF is a toner?!’ campaign. A pop-up experience was hosted by Backlash at Battersea Power Station, London from the 4-5th August, allowing visitors to discover the brand and the benefits of using a toner, receive product samples and have access to special offers on THAYERS products.  

In 2020, THAYERS was acquired by L’Oréal and recently completed a brand reboot in order to appeal the Gen Z market, ditching the apothecary look and adapting an unapologetic and confident identity allowing customers to embrace their own skin.  

Carina Garcia, Senior Art Director, says: “The centrepiece of the pop-up concept is the iconic British telephone box, reimaging with an edgy American look. Inside, guests are invited to dial 1847, the iconic year THAYERS was founded, connecting them to a skincare expert ready to answer the most asked question, WTF is a toner?!” 

THAYERS’ ‘WTF is a toner?!’ pop-up experience will welcome visitors at Boxpark, 2-10 Bethnal Green Road, Shoreditch, London E1 6GY from the 17-18th August.