NextMe Powers Evereden’s Express Pop-Up at The Grove with a Branded Skincare Experience
Evereden brought their premium skincare line to The Grove in Los Angeles for a one-day express pop-up, giving guests a chance to discover the brand up close. With hundreds of pre-registered attendees and a steady stream of walk-ups, Evereden needed more than a sign-in sheet. They needed a smart, on-brand guest flow that kept things moving and made the wait itself part of the experience. Using NextMe, they delivered exactly that: a seamless digital queue paired with a custom skincare quiz that turned wait time into brand engagement.
Photos courtesy of Evereden.
The Challenge
With hundreds of guests arriving across pre-registration and same-day sign-ups, Evereden needed a check-in system that could handle volume without creating chaos, and one that reflected the premium feel of their brand from the very first touchpoint.
Managing a dual guest flow
Evereden had both pre-registered guests and same-day walk-ups arriving throughout the day. Without a structured system, managing two groups simultaneously risked confusion, frustration, and a poor first impression.
Turning wait time into brand time
A pop-up activation lives and dies by the atmosphere it creates. Guests standing in a disorganized line aren’t engaging with the brand. They’re just waiting. Evereden wanted the time before check-in to feel intentional and on-brand, not like dead air.
Capturing meaningful engagement
Beyond managing the queue, Evereden saw an opportunity to learn more about their guests and introduce them to their product range before they even stepped inside. The challenge was doing that in a way that felt fun and natural, not transactional.
Photos courtesy of Evereden.
Photos courtesy of Evereden.
The Solution
NextMe set up a digital guest flow for the Evereden Express Pop-Up that handled both pre-registered and same-day guests while giving the brand a powerful new way to connect with attendees while they waited.
Digital queue for pre-registered and walk-up guests
NextMe’s Waitlist Management handled both guest streams in one place. Pre-registered guests checked in digitally and joined a priority queue, while same-day arrivals joined seamlessly alongside them. Staff had full visibility of the line at all times, keeping throughput smooth and the experience consistent for everyone.
A branded skincare quiz in the Virtual Waiting Room
While guests waited, they were directed to a branded Virtual Waiting Room featuring a custom skincare quiz built by Evereden. Guests could test their skincare knowledge, learn about Evereden’s products, and earn discount codes, turning idle wait time into an interactive brand moment that primed them for the experience ahead. This is one of 3 innovative ways to engage event attendees that forward-thinking brands are embracing.
SMS updates keeping guests in the loop
NextMe sent 1,429 SMS messages throughout the day, keeping guests informed of their position and notified when it was their turn. Rather than hovering at the entrance, attendees were free to explore The Grove while they waited, including the Sephora on-site, where Evereden products are carried. NextMe’s Virtual Waiting Room effectively functioned as a hyperlocal ad platform: a branded, captive-audience touchpoint that directed warm, brand-primed guests toward nearby retail. Guests who discovered Evereden at the pop-up could immediately find the products on shelves just steps away, turning wait time into a full-circle shopping moment.
The Results
NextMe helped Evereden run a polished, high-throughput pop-up that left guests informed, engaged, and ready to shop before they even walked through the door.
Retained 92.3% of guests
Of the 780 guests who joined the queue, 720 were successfully serviced, a 92.3% net retention rate that reflects how frictionless and reassuring the digital check-in experience felt from start to finish.
37% quiz engagement rate
More than a third of guests who saw the skincare quiz in the Virtual Waiting Room actively engaged with it, generating 755 clicks and 52 completions across 1 hour and 44 minutes of total engagement time. Guests weren’t just waiting. They were learning about the brand.
Seamless dual-stream check-in
Because guests received live SMS updates and could track their place in line from anywhere, they weren’t stuck standing by the entrance. They explored the surrounding shops, with many heading to the on-site Sephora where Evereden products are sold. NextMe’s Virtual Waiting Room served as a hyperlocal ad platform, driving foot traffic to nearby retail and turning the activation into a full-circle brand discovery experience from the pop-up queue to the Sephora shelf.
Guests shopped The Grove, including Sephora, while they waited
Because guests received live SMS updates and could track their place in line from anywhere, they weren’t stuck standing by the entrance. They explored the surrounding shops, with many heading to the on-site Sephora where Evereden products are sold. NextMe’s Virtual Waiting Room served as a hyperlocal ad platform, driving foot traffic to nearby retail and turning the activation into a full-circle brand discovery experience from the pop-up queue to the Sephora shelf.
Guests arrived informed and ready
With 83% of quiz completers landing in the Glow Getter or Skincare Expert tiers, Evereden’s waiting guests were already invested in the brand’s world by the time they checked in, making every conversation inside the pop-up warmer and more productive.
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