Cult brands like Glossier may be at the top of their game through direct-to-consumer selling, but they know this online dominance must run parallel in the real world. Like fashion, fans still like to try on new palettes in person, hear from the experts and look for makeover inspiration.
This year, MAC Cosmetics launched a beauty pop-up unlike any other in Shoreditch. Ingeniously, the launch took place over the Valentine’s Day period; pairing lips with the national day of love was too good an opportunity to miss. The space glowed with neon lights beneath Old Street station in bright red and hot pinks whilst the ‘Discover your Matte’ wall quiz would lead the customer to their perfect soft, defined or bold lipstick.
The pop-up took the idea far beyond the classic beauty bar, turning the space into an interactive media hub. In the #MeetYourMatte Kissing Booth ‘MAC matchmakers’ were on hand to suggest dream lipstick shades and ‘Crush Hotline’ kitsch telephones hung on the wall. Rose filled vases, hairbrushes, hand mirrors, polaroids, padlocks, and a bed strewn with teddybears all added to the look of a besotted teenager’s bedroom.
The pop-up took place at Old Street Station, Tunnels and Unit 2 and 2B, from 11-24th February 2019.
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