Maybelline is launching an immersive experience at NYC’s Color Factory that will invite fans to play and share. The space will feature a dance floor, bar, photo booth and glitter wall, all while promoting existing and exclusive products.
“We want to have true consumer-facing experiences [as we continue to evolve Maybelline],” said Amy Whang, senior vice president of marketing at Maybelline in the US. “The younger consumer today is looking beyond just the regular shopping experience. Basically, we want to show that we’re not just an old heritage brand of drugstore makeup, and that we can provide them with high-performance products that are on-trend.”
For this experiential push, Maybelline is focusing on promoting the Super Stay Matte Ink liquid lipstick, which is a key product category for the brand. However over the course of the nine months that the installation will take place, the cosmetics brand intends on launching exclusive products tied to the experience.
In September, Maybelline will also open the Maybelline House pop-up during New York Fashion Week, a consumer-facing space that will host master classes and also welcome editors and influencers.
Color Factory in NYC is an offshoot of the original SF-based outpost that opened in 2017 as a month-long celebration of colour and creativity. For this outpost, 16 artists will also be exhibiting their work, while LA-based kidswear brand Gymboree, a brand who following bankruptcy has recently undergone a revamp, will also be hosting their own room.
Retail with an element of escapism and play has gained traction among experience-hungry consumers. Interactive pop-up spaces have become a successful tool to not only increase brand awareness, but drive exclusivity around its products, which are often tied to that specific time and place. For instance in June, Coach hosted a self-discovery fairground experience, also in the American city.
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