Cetaphil is hosting its first “immersive” UK pop-up to help accelerate the company’s EMEA reach after the activation proved successful in other parts of the world.
Cetaphil’s SkinLABS pop-up, described as a “skin care playground”, will take place in Covent Garden, London, on 6 September.
It will showcase the Galderma-owned sensitive skin care brand’s latest launch, Gentle Exfoliating range.
“We anticipate a huge buzz around the Cetaphil brand, starting in Covent Garden and spanning across Europe, and a boost in brand perception, trust, and, of course, awareness,” Rene Wipperich, General Manager Galderma UK & Ireland, told Cosmetics Business.
“The iconic city of London is the natural next step location to host the Cetaphil SkinLABS for the EMEA region.
“The idea started last autumn with an immersive pop-up in Malibu, US, with attendees from all around the world, and has since visited Canada, Malaysia [and] Hong Kong.
“This science-based experiential marketing initiative brings the brand to life in so many different ways, builds trust, and,
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