After touring through Paris, Rihanna’s Fenty Beauty is bringing its Drive Thru pop-up to the UK.
The activation’s British leg will take place in three cities from 26 October to 11 November, giving consumers a chance to be shade matched by a member of Fenty’s Pro Artistry team.
Visitors will be colour matched using the make-up brand’s 150 foundation skus across four ranges and given a free sample of their chosen shade to take away.
“Despite Fenty Beauty offering virtual consultations and having an artificial intelligence (AI) shade-matching tool online, the brand knows that when it comes to getting the right shade an in-person, shade-matching experience comes out top,” read an announcement about the event.
“This is why Fenty Beauty is touring the nation to shade match as many consumers as possible for a first-of-its-kind.
“Giving them an incredible experience inside the world of Fenty.”
Touchscreen express beauty product ordering will also be available to mimic the look and feel of a fast food drive-thru.
Other features include pink make-up stations, complementary products and a Fenty Beauty branded vintage car for photo opportunities.
Singer Rihanna is the founder of Fenty Beauty
Fenty Beauty’s Drive Thru was in Paris from 9 October at train station Gare Saint-Lazare to raise awareness of the brand’s shade-matching service.
The activation has drummed up a lot of hype, with #fentybeautypopup garnering 4.3 billion views on TikTok so far.
Google searches for 'Fenty Beauty' in France also increased 93% in the 24 hours when the pop-up opened.
The UK leg of the Fenty Beauty Drive Thru will arrive at London’s shopping centre Westfield Stratford from 26 to 28 October.
It will then head to Manchester’s Trafford Centre on 2 to 4 November and move to Sheffield’s Meadowhall from 9 to 11 November.
Fenty is not the only beauty brand tapping into the power of the beauty pop-up.
L'Oréal-owned skin care brand CeraVe unveiled its first-ever UK pop-up to educate consumers on the brand’s point of difference.
Teen beauty company Indu is also opening its first London pop-up this week to raise its brand awareness.
Pat McGrath Labs, meanwhile, has teamed up with Google for a New York-based activation which showcases augmented reality (AR) technology.
Plus, London landmark Battersea Power Station has opened a 1950s-themed pop-up.
The retro hair and beauty parlour is to celebrate the shopping destination’s one-year anniversary.