At this year's London Fashion Week for the Spring and Summer 2016 season, attendees will be able to visit beauty pop-ups from brands like Maybelline New York, Toni & Guy and ghd in order to try out the looks being sported by models on the runway for free. At one beauty pop-up, makeup artists from Maybelline New York will be offering complimentary tutorials and makeovers in celebration of 10 years of being an official London Fashion Week Sponsor, as well as the event's official hair care partner.
ghd will also be hosting a pop-up, where people will be able to try out 'S & M' (Sleek or Movement) hairstyles.
At Toni & Guy's London Fashion Week pop-up, the brand will be offering free haircuts, styling and blow drying services.
Considering that these services can all be extremely expensive, this is a tremendous opportunity for attendees to consult with top stylists and brands for free. At the same time, the brands are also able to position themselves as experts in beauty.