Huda Beauty is marking the launch of its new Strawberry Latte Collection by taking over three Fellini Cafe locations in New York City, US.
The one-day takeover will see the make-up brand – owned and founded by Huda Kattan – tap into café culture in Fellini’s SoHo, West Village and Meatpacking locations on 18 April.
The cafés will be transformed into a Y2K Strawberry Latte experience, with free strawberry lattes for customers who purchase Huda Beauty at retailer Sephora.
In addition, Huda Beauty will be offering surprise product gifting throughout the day and touchpoints to encourage customers to share content.
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The pop-up is aiming to turn “one's daily coffee run into a branded experience while maximising organic reach and shareability”, said the brand, with Huda Beauty using Fellini’s locations to bring the digitally-native launches into consumers’ daily routines.
Huda Beauty’s Strawberry Latte Collection will be promoted at the activation, which includes a new Blush Filter Palette, with three mattes and a luminous topper (US$43).
Also launching as part of the collection are two new shades of Blush Filter Liquid Blush – mocha mauve Strawberry Latte and berry red Berry Fever ($25 each).
The brand is also leaning into Y2K culture with the launch of three new Faux Filter Gloss shades inspired by the ‘concealer lip’ effect – light beige Lightcealer, caramel nude Midcealer and toffee brown Richcealer ($21 each).
Huda Beauty’s Y2K café culture activation will run from 8am to 5pm on 18 April.