Pure Beauty

Brits believe pop-ups can save the high street

By Becky Bargh | Published: 29-Jul-2019

Cosmetics Business also rounds up the best beauty pop-ups of 2019

According to a new study by online marketplace onbuy.com, 70% of Brits believe pop-ups can save the high street slump.

Retailers including Debenhams, House of Fraser and Marks & Spencer have reported store closures and struggling sales in the last year as consumers shift to shopping online.

The survey found customers are most likely to visit a pop-up for its free products (65%), a unique experience (61%) and for the chance to try new products (57%).

Meanwhile, product demonstrations (22%) and guest speakers (17%) were less likely to attract consumers.

Beauty (47%) was recorded as the third most popular pop-up behind cookery (60%) and fashion (50%) pop-ups.

Here are Cosmetics Business’ best beauty pop-ups for 2019.

Pat McGrath Labs

Brits believe pop-ups can save the high street

In April, the brand took over Selfridges' as part of its campaign for ‘the rebirth of visceral colour’.

The multi-platform retail campaign included McGrath making over Selfridges’s window displays and the unveiling of Pat McGrath Labs' branded pop-up called ‘The Mothership’.

The brand's beauty counter has since gone permanent at the luxury retailer.

Harvey Nichols Experimental Perfume Club

Brits believe pop-ups can save the high street

Dubbed the Perfumer's Nest, this pop-up at the retailer's Knightsbridge store was inspired by a perfume organ, which is the traditional workspace for fragrance creators.

Shoppers were given the opportunity to work with consultants to create besoke blends and learn more about olfactory processes.

Marc Jacobs

Marc Jacobs' latest pop-up in London's Covent Garden district celebrated its new Daisy Love Eau So Sweet fragrance with a millenial-inspired ‘oasis’.

The event invited its #FriendsofDaisy influencer possy, including Suzie Bonaldi, Carrie Santana da Silva, Kate Spiers and Yanin Namasonthi, meanwhile, shoppers could take part in scent discovery experiences and interactive games.

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