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Brief Published: 22 Sep 2010

Maybelline Pop-Up Shop


It’s billed as the first retail space dedicated solely to Maybelline New York. The international beauty brand has partnered with Marie Claire magazine to open a 600 sq ft pop-up shop in London’s Covent Garden, launched to coincide with London Fashion Week.

As part of a new marketing strategy, the shop contains a number of features designed to bring consumers closer to the Maybelline brand ideology – a backstage beauty bar, a Twitter treasure hunt, a day dedicated to all things New York and appearances from London model agency Elite. Marie Claire is also hosting a learning lab evening on “how to get into beauty”.

The store closes on September 26.