Pepsi MAX is set to bring a vibrant new pop-up to London with the launch of the Pepsi MAX Cherry x Townhouse Salon, a multi-sensory beauty experience guaranteed to add some flavour to your day
The collaboration with the award-winning nail salon, Townhouse, will transform its Covent Garden location into a cherry-infused dream for a limited time only, from Wednesday 10th – Saturday 13th September 2025 – before Townhouse salons across the UK launch Cherry takeovers in select salons and Cherry infused manicures available from a bespoke mani menu, nationwide.
This immersive ‘treat yourself’ glow bar in Covent Graden, inspired by the bold and sassy taste of Pepsi MAX Cherry, will be full of style and design led nail art. Visitors can book in for the ultimate cherry glow up, where they will be able to enjoy a range of exclusive experiences and bespoke cherry-themed merchandise:
- Pop & Polish: While sipping on a complimentary Pepsi MAX Cherry cocktail or mocktail, guests can choose from a curated menu of cherry-inspired manicures with the signature Townhouse flawless finish
- Glow & Go: Visitors that have booked this additional treatment will get a quick fix glam at the cherry-infused makeup station and leave feeling iconic and full of Cherry energy.
- Photo Booth: Guests can capture their new looks by stepping into the ‘walk-in wardrobe’ style photo booth, kitted out with cherry-themed accessories to get the ultimate photo moment.
- Cherry Bar: Finally, visitors can kick back and relax with bespoke drinks made using Pepsi MAX Cherry, styled to match the vibe and flavour of the space.
Steven Hind, CMO Beverages, UK&I at PepsiCo, said: “The Pepsi MAX Cherry x Townhouse Salon is a vibrant celebration of our refreshing summer flavours and the positive mood shift they bring. Inspired by the bold and sassy Pepsi MAX Cherry, this salon experience is all about seeking out a feel-good moment amidst life’s daily pressures and embodies the Pepsi MAX carefree spirit. We’re thrilled to bring the one-of-a-kind cherry-beauty dream to Townhouse and Pepsi MAX fans alike and urge them to take a moment of unapologetic enjoyment for themselves”.
Speaking of the partnership Townhouse founder and creative director Juanita Huber-Millet, added: “At Townhouse, we’re experts in crafting flawless nails with precision and style and we saw a perfect synergy with Pepsi MAX Cherry’s bold and playful flavour and visual energy – this activation brings together confident beauty and refreshment in a fun, memorable way and we are delighted to be working with Pepsi on this activation”.
Pepsi MAX Cherry x Townhouse Salon
Dates: Wednesday 10th – Saturday 13th September
Timings: Townhouse opening hours, by appointment only
Bookings: 50-minute slots available to book via the Townhouse website
Address: Townhouse Nail Salon Covent Garden, 6 Slingsby Pl, London WC2E 9AB
Nearest Tubes: Covent Garden
*Additionally, across the UK, nail-art enthusiasts can also book a Pepsi MAX Cherry Manicure exclusive to Townhouse Salons from 15th September, with three bespoke designs to choose from. To celebrate, over 1,000 free cherry manicures will be given away at select Townhouse salons up until Sunday the 19th of October. Book one of the three custom Pepsi MAX Cherry manicure designs on the Townhouse website for your chance to have your treatment completely free.
Encouraging fans to embrace their feel-good moments, the Pepsi MAX Cherry x Townhouse Salon is the latest activation in the ‘Bring Out The Flavour’ summer campaign. Spotlighting Pepsi MAX’s core summer flavour range – Cherry, Lime, and Mango – ‘Bring Out The Flavour’ is the brand’s first co-created campaign with its community of creators, the Pepsi Pioneers. Featuring Pepsi Pioneers, including Emma Johnson (@emmasrectangle), Formz (@_formz) and Luke Vernon (@lukevernon), Pepsi MAX is urging customers to seek out feel-good moments amidst life’s daily pressures.
