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Beauty’s Recent Stand-Outs: Short-Term Shops

Published July 16, 2023
Published July 16, 2023
Kevin Moran

The past few weeks have seen an abundance of creative beauty pop-up activations surface. While some, including Fré and Elemis, took educational stances focusing on product ingredients and science, others, such as NYX Professional Makeup and Dior, focused on fun activities and appealing aesthetics. Recently, the pop-up market has significantly grown, so much so that many-a-brand are battling to be the best. The opportunity for businesses to prove their innovation capabilities through pop-ups has once again been created through BeautyMatter's NEXT Awards 2023, which last year led to Tatcha taking the title for Best Pop-Up of 2022. The deadline to apply is fast approaching, with all applications required to be submitted by July 21. For now, here are the latest stand-out pop-ups selected by BeautyMatter:

NYX Professional Makeup: Barbie fever has taken over the beauty industry with the upcoming release of Barbie. One of many brands to explore the movie as a business opportunity is NYX Professional Makeup, who paired up with Backlash Creative Agency to unveil a Barbie-themed pop-up in London's Covent Garden. The pop-up celebrated NYX Professional Makeup's limited-edition Barbie collection, which features lipsticks, eyeshadow palettes, and much more,  with makeup artists on hand to walk visitors through each product. The temporary shop was presented in the form of a beach hut, which was, of course, a classic Barbie pink, decorated with palm trees, beach inflatables, a pool area, and giant versions of lip and eye products from the collection. Attendees were able to take photos at the photo booth, lounge on deck chairs, and enjoy Barbie-inspired slushies and sunglasses.

L'Occitane: The French luxury brand revealed a travel retail pop-up at Sanya International Duty-Free Complex in China. The activation focused on the brand's Nature Positive campaign, created to celebrate the world's natural beauty and biodiversity. The temporary shop was brightly decorated with grassy backdrops, vibrant flowers, and large wildlife prints designed by Philippines-based illustrator Raxenne Maniquiz. The activation was created in collaboration with florist Haomin Ye, who incorporated dehydrated plants and giant paper flowers into the space, made of recycled materials, including FSC-certified wood and honeycomb boards, to further the message of protecting nature. Guests were invited to embark on a gamification journey through a large tablet inspired by the wonders of nature, offering them the chance to win product samples through educational digital elements that taught them about each product.

Elemis: To celebrate the tenth anniversary of the Pro-Collagen Cleansing Balm, Elemis is launching a playground for skincare fanatics in London's Covent Garden this weekend. The immersive experience features several different sensorial touch points that educate consumers on the product while offering an element of fun. At the scent distillation station, visitors can play with bubbles and engage with popular aromatic scents of Elemis products. The texture tester station invites guests to get their hands on the Pro-Collagen Cleansing Balm, quite literally, encouraging them to play with the product and feel it melt on the skin. The experimental zone offers fun games, one being a hook-a-cleanser style game, leading to the chance to win exclusive products. The research area allows visitors to learn about the ingredients inside the product and leave suggestions for future products. Photo booth opportunities and limited-edition Cleanse and Glow facials are also available for customers to engage in.

Fré: The science-led skincare brand debuted its first-ever pop-up store at the Grove in LA. The short-term store focused on suncare education with a minimalistic yet clinical approach in mind. The store's decoration took inspiration from Fré's branding, with the walls enveloped in light blue featuring specks of bright yellow. The main interior of the space displayed the three essential steps of a daily suncare routine: cleanse, treat, and protect, to showcase the brand's outlook on sun protection and general skincare as a hybrid category. Shoppers were invited to experiment with the Fré suncare products, testing them out to get a firsthand feel of the lightweight texture and glowy finishes. To encourage learning as well as a community feel, yoga instructor and influencer Ashley Galvin offered a relaxing summer yoga session to Fré's LA community

Malin+Goetz: The brand has opened a temporary store in Moynihan Train Hall, NYC, which will stay in place for six months. The pop-up is positioned as a focal point for those traveling, wanting to quickly restock products, or find a gift for someone back home. The store pays homage to the brand's origin, doing more with less, and making a small space an effective and efficient yet aesthetically pleasing destination. Inside the area, clean white walls are accompanied by a back wall filled with products, and a unit at the center further showcases products in a sleek manner. The brand is hoping that the store will allow them to connect with a new client base and gain insight into their spending habits and interest in products. The space was designed by Andy Bernheimer, an award-winning architect who has partnered with the brand for over 11 years, working on stores in San Francisco, New York City, and Hong Kong. Going forward into the latter half of 2023, Malin+Goetz has plans to open more pop-up stores in LA, London, and China, bringing its retail footprint to a total of 35 locations worldwide.

Tiny Associates: The unisex skincare brand entered Dover Street Parfums Market for a stand-alone pop-up, after taking part in Kind to Biome’s activation in the space last month.The temporary shop showcased the brand's message that the beauty industry must seek a sustainable alternative to natural ingredients, as we are putting pressure on already limited resources. To address this issue, Tiny Associates focuses on biotechnology and producing skincare products through biofermentation, producing microbiome-gentle products formulated with post-natural molecules. To present this message in a visually appealing fashion, the brand partnered with Stockholm-based artist Jon Buck, who created 12 pieces of original artwork that were a stunning visual interpretation of the process Tiny Associates undertakes with biofermentation. While viewing the artwork, visitors were given the opportunity to shop for Tiny Associates' products while learning about the importance of natural resource protection and the technicalities of biofermentation in beauty products.

Fresh: The sensorial skincare brand hosted an all-things-rose pop-up in NYC's Union Square to celebrate the launch of the new Rose Hydration Collection, featuring products including a cleanser and moisturizer designed to balance oil-water hydration in all skin types. The pop-up featured a large, bold, and beautiful man-made rose garden for visitors to immerse themselves in while learning all about the new collection. During their time, attendees were able to indulge in sparkling rose water and rose lattes decorated with the Fresh logo while engaging in various activities, including customized skincare consultations, product engraving sessions, and bracelet creation classes.

Dior: The luxury beauty brand popped up along the Seine River in Paris, offering a wellness cruise. The fully floating experience was captivating from the onset, greeting those taking sail with a large photo wall accompanied by the Dior logo that encouraged selfies and social media moments. The cruise ship presented a toile de jouy theme (printed with designs of 18th-century landscapes and figures), with umbrellas, sun recliners, a mosaic poolside, and spa beds inside the boat, all decorated with the historical pattern. Bars on the upper level served refreshing green juices, preparing attendees for the self-care experience that awaited inside. In the lower cabin, visitors were gifted with Dior monogrammed slippers as they chose which service they'd like to receive, with options including a signature facial, Hydrafacials, deep tissue massages, and acupuncture. When receiving treatments, customers were able to enjoy the bright and scenic view of the Belle Époque architecture.

Tatcha: The Japanese skincare brand popped up in London's Covent Garden in partnership with Space NK to promote its Forest Awakening range, which includes body care products including scrubs and lotions. The temporary shop offered visitors the chance to "reignite their connection with the natural world through Tatcha's body care ritual." When entering, attendees were welcomed by a Garden of Tranquility, where a 4D forest bathing meditation was presented, guided by Japanese zen monk and Tatcha Well-Being Ambassador Toryo Ito. After the meditation, customers were guided to the Room of Wa, a space showcasing the collection alongside wider Tatcha offerings. During this time, visitors were also able to join artists for a traditional fukubiki drawing (traditional Japanese character drawings), which revealed prizes. Throughout the entire visit, consumers were immersed in an AR living wall that resembled a forest, which allowed for pictures to be taken and shared to social media for a chance to win additional Tatcha products. At the end of the exhibition, guests left through the Zen Terrace, an area where they were offered matcha ice cream alongside a voucher to redeem with future Tatcha purchases at Space NK.


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