Pop-up experiences are now including grooming activations
Trend - Pop-up spaces related to hair care are increasingly popular, showing that it's not just clothing or food retailers that are able to effectively market via activations. Everything from hair cuts to brow care are now being offered in pop-up formats.
Insight - With the many beauty trends available to view and inspire on social media, more consumers are open to experimenting when it comes to their appearance. Part of this openness to experimentation stems from cosmetic experimentation being viewed as a form of recreation and "escapism" from everyday life.
Insight - With the many beauty trends available to view and inspire on social media, more consumers are open to experimenting when it comes to their appearance. Part of this openness to experimentation stems from cosmetic experimentation being viewed as a form of recreation and "escapism" from everyday life.
Workshop Question - Conceptualize a new pop-up space for your brand's product/service.
Trend Themes
1. Pop-up Grooming Spaces - Pop-up spaces related to hair care are increasingly popular, showing that it's not just clothing or food retailers that are able to effectively market via activations.
2. Whimsical Retail Museums - Retail museum concepts are thriving by creating large-scale, immersive and fantastical settings for shoppers that are designed for sharing on social media.
3. Festive Grooming Pop-ups - Knowing that consumers' schedules tend to be jam-packed during the holiday rush, Benefit Cosmetics is opening 'The Jingle Brow Express' pop-up in London just days before Christmas.
Industry Implications
1. Beauty Industry - There are opportunities for beauty brands to create unique UI experiences by incorporating non-traditional retail experiences like pop-ups.
2. Retail Industry - Incorporating immersive, photo-worthy, shareable environments could create buzz around new, existing, or unique products.
3. Hospitality Industry - Hotels or bars could form collaborations with cosmetic brands or integrate grooming services that complement the hotel/bar theme.
