Nars promotes new mascara with experiential pop-up

Nars Climax Mascara

Nars Climax mascara

Nars is launching a pop-up space in New York City to celebrate its new mascara, Climax, that takes guests through a peep show-inspired experience.

The pop-up, which is aptly named the “House of Climax”, consists of a series of rooms where visitors will be guided through sensorial moments, including live burlesque performances and interactive rooms. According to the brand, the House aims to represent a ‘world of mystique, intrigue and indulgence’.

While the new mascara will not be available for purchase at the venue, visitors will be gifted a sample on arrival. “This is less of a commercial endeavor and more about an opportunity to engage with our consumers in an environment outside of our stores and counters,”  Barbara Calcagni, president of Nars, told Glossy.

To further promote the event, the brand conducted multiple marketing activities, including hanging-up posters around the city and using the hashtag #NeverFakeIt.

Customers intereste in attending should either apply for a free ticket via a dedicated microsite or DM the brand on Instagram. According to Calcagni, the experience sold out within one week of ticket release, and the brand was expecting 2.000 people on the first night. 

Interactive pop-ups have long been a strategy deployed by fashion and beauty brands to engage with consumers. Recently, however, the concept of pop-ups not selling any product, but rather providing an experience, further emphasise shift in ROI for this kind of experience. Other recently examples include the Maybelline-sponsored room that opened at the new Color Factory in NYC, as well as the Converse One Star Hotel which opened in London earlier this year.

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