Online shopping is undoubtedly convenient, but there's nothing like experiencing a favourite beauty brand, or discovering a new one, in person. Sure, speedy delivery means a repeat purchase can land on the doorstep the next day, but consumers can't spritz, or swatch through their screen.
Beauty pop-ups are now an essential tool to many marketers (and if they aren't, they should be) to elevate the overall brand experience to fans as well as reach new ones. It's an opportunity for D2C players to tell their story, test the brick-and-mortar water and provide excellent customer experiences to boost loyalty for years to come.
James Barnes is the founder of Backlash, the experiential agency behind some of Britain's most talked about pop-ups, including Sephora's UK return and Beauty Pie's 'warehouse of dreams'. Here are his top tips to make your next pop-up store an ultimate beauty destination.