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Brief Published: 28 Apr 2014

Spring Beauty Pop-Ups NY

Extra

Proving that pop-up retailing still packs plenty of punch, three major beauty brands have launched innovative pop-ups in New York this spring: US beauty brand Benefit has taken to the streets with a mobile brow-grooming truck; Australian skincare brand Aesop has orchestrated an eroding architectural installation in Brooklyn; and Japanese skincare brand SK-II has launched a tech-focused transient space in SoHo.

Aesop has commandeered the sizable ground floor of the Invisible Dog Art Center in Brooklyn, for an installation devised in partnership with Mexican architect Frida Escobedo. A large panel affixed to a back wall holds different strata of sand, which, during the store’s five-month occupancy, will slowly drift out of the glass panel and reveal new patterns. See also our profile on The Invisible Dog.

Benefit meanwhile has taken to the streets of Manhattan with a mobile brow-grooming truck in a bid to promote its in-store services to a wider audience. The moving salon, which will tour the US across the summer, offers all brow services for free and has an accompanying social media campaign, inviting ‘primped’ visitors to upload pictures via Instagram or Twitter using the tag #PrimpMyBrow and the name of the city they visited the truck in.

SK-II’s SoHo pop-up centres on its new Beauty Imaging System, a digital capture process that scans the surface of users’ faces to analyse texture, firmness, radiance and tone. Used over time, SK-II users can track their improvement and how their skin fares with age. The pop-up also features an SK-II photo booth, allowing shoppers to share images via social media.

For more on pop-up mobile retailing see Holiday Pop-Ups 2013, Pop-Up Round-Up NYC and Nomadic Retailing.

For more on 2014’s key beauty trends see Beauty Retail Trends 2014.  

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