The Base Camp tour by Sculpted by Aimee took place throughout the month of June, with a series of pop-up events hosted across five major cities in the UK and Ireland. Starting on 12 June in Dublin, the month-long tour continued through Birmingham, Manchester, Liverpool, and concluded on 29 June in London.
The initiative aimed to simplify the often-complicated task of finding the right foundation shade. According to the brand, around 80% of people wear a mismatched shade or formula. Base Camp was created to offer visitors expert guidance and tools to get it right, all without the need to book ahead.
Developed in collaboration with Backlash, the event offered an engaging and inclusive experience. Nat Kerr, Senior Account Manager at Backlash, said: “I love Base Camp as a creative concept, why it works is we’re providing people the opportunity to swap a foundation that doesn’t suit their skin tone for one that’s expertly shade-matched by the Sculpted by Aimee team. The experience is memorable, personal and impactful! Our roadshow brings to life our core message of empowerment – because it all starts with a great base.”
At each stop, visitors could receive free shade matching from brand specialists and sample a range of complexion products including skin tints and lightweight bases. The “Trade Your Base” initiative invited attendees to exchange any mismatched foundation, regardless of brand, for a Sculpted match. Returned items were recycled through the Resculpted recycling programme, with swaps offered while stocks lasted.
Other features of the event included 20% off bundles containing a foundation and Brighten Up Concealer, complimentary treats and product samples, and exclusive merchandise. The first 50 visitors at each location received a free branded gift, and all attendees were entered into a draw to win a year’s supply of products.
The full schedule saw Base Camp land at Dundrum Town Centre in Dublin on 12 June, The Bullring in Birmingham on 19 June, outside The Trafford Centre in Manchester on 21 June, Liverpool ONE on 28 June, and Covent Garden in London on 29 June.
Reflecting on the tour, Aimee Connolly, Founder and CEO of the brand, stated: “Our mission at Sculpted by Aimee has always been to simplify beauty and empower everyone to feel confident in their own skin. Finding your perfect foundation is the ultimate starting point for that confidence, and Base Camp is designed to make that process fun, easy, and accessible for everyone.”
