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Brief Published: 29 Mar 2016

A/W 16 Fashion Week: Beauty Pop-Ups

L'Oreal Studio Pro

Shrewdly tapping into the need for speedy beautification during Fashion Week, for A/W 16/17 a host of smart beauty brands launched fast-service pop-ups offering on-the-go makeup touch-ups, backstage insights and even the opportunity for a mobile device reboot.

  • Selfie Pit-Stop: To promote its new styling range Studio Pro, for London Fashion Week, L'Oréal Paris opened an invite-only pop-up in London's Soho, where guests could have their hair done, take a selfie of their new look in a photo booth (instantly shareable via social media), recharge their phones and grab a snack.
  • Behind-the-Scenes Added Value: In New York, US haircare brand Tresemmé opened Runway Studio in Tribeca – an appointment-only (but everyone welcome) space for hair appointments, where guests could also charge their phones and enjoy free drinks. Additionally, the studio hosted screens showing exclusive behind-the-scenes New York Fashion Week footage. See also Exploiting Insider Access.
  • Beauty On-Demand: US-based on-demand beauty app Priv partnered with local boutique hotel network Triumph Hotels (the group has seven locations in Manhattan including the Upper West Side and Flatiron district) to host first-come-first-served pop-ups. They offered complimentary, on-trend makeup touch-ups (echoing the looks as they appeared on the catwalks – see also Real-Time Red Carpet E-Commerce) and mini-manicures for time-strapped show-goers. For more on innovative e-tail/hospitality collaborations, see Everlane: E-Tail Hotel Pop-Up Promo.

See also Rapid Retail: Bite-Sized Engagement, Teen-Targeted Beauty: Retail and Bespoke Beauty: New Retail Strategies.

See our A/W 16 Catwalk Communications: Digital Innovations report for a full rundown of the best engagement strategies during A/W 16 Fashion Week.