Alcohol brand Tequila Rose has helped Sabrina Carpenter fans go from “frazzled to front row ready” with its new pop-up.

The company set up ‘Break in Case of Glam-ergency’ glow-up boxes in St Martin-in-the-Fields and Waterloo station, in London.

Launched by TV personality Olivia Attwood, fans visiting the pop-up could get a quick blowout, refresh their perfume and take home branded make-up brushes.

The activation was devised by PR agency W Communications.

Tequila Rose brand manager Sophie McLeay said: “Getting ready is half the fun of a big night out, but sometimes you need a last-minute glam boost to feel your best. At Tequila Rose, we know life moves fast, especially for music fans racing to see their favourite artists.”

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“That’s why we’re bringing our ‘Break in Case of Glam-ergency’ boxes to London, ensuring concertgoers can go from frazzled to flawless in minutes. Inspired by our signature pink hue and strawberry cream taste, these beauty must-haves are the perfect pre-show pick-me-up,” she added.

To support the pop-up, the brand has launched a digital out-of-home campaign on screens close to the installations. The marketing drive could also be seen around the O2 arena.

Media agency Bountiful Cow created a series of projections to turn St Martin-in-the-Fields pink.

“We wanted to create something playful and unexpected that would truly resonate with Tequila Rose fans,” said Scott Dimbleby, executive creative director at W Communications.