göt2b is Helping Gen Z & Millennials Celebrate Their Waves & Coils
Laura McQuarrie — August 1, 2025 — Fashion
References: henkel-northamerica & prnewswire
More people are embracing their natural hair textures and to embolden even more unapologetic self-expression through wavy and coily styles, göt2b brought curl-powered pop-ups to New York City.
Two interactive experiences launched in July to engage Gen Z and Millennials, and bring awareness to the göt2b Curled collection. First, a humidity-powered Emergency Box popped up in Domino Park in Brooklyn to provide people with an on-the-spot solution for tackling frizz. After solving their frizz-related hair crisis, people could snap and share a shot of their tamed tresses at the Frizz-Free Photo Zone.
Later, the Curl House—a 20-foot branded container—graced the Flatiron District, providing an opportunity for people to get to know the full göt2b Curled collection and treat themselves to complimentary freshly rolled ice cream inspired by different curl patterns.
Two interactive experiences launched in July to engage Gen Z and Millennials, and bring awareness to the göt2b Curled collection. First, a humidity-powered Emergency Box popped up in Domino Park in Brooklyn to provide people with an on-the-spot solution for tackling frizz. After solving their frizz-related hair crisis, people could snap and share a shot of their tamed tresses at the Frizz-Free Photo Zone.
Later, the Curl House—a 20-foot branded container—graced the Flatiron District, providing an opportunity for people to get to know the full göt2b Curled collection and treat themselves to complimentary freshly rolled ice cream inspired by different curl patterns.
Trend Themes
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Interactive Beauty Experiences — Brands are transforming consumer engagement by creating immersive environments where users can directly interact with beauty products, enhancing brand loyalty and personal connection.
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Curl-centric Pop-ups — Temporary events focusing on specific hair types allow brands to reach niche audiences, offering personalized solutions that cater directly to the needs of diverse hair textures.
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Social Media Integration in Pop-ups — Innovative pop-up events incorporate social media-ready elements, such as photo zones, which encourage attendees to share their experiences online, amplifying brand reach through organic consumer-generated content.
Industry Implications
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Beauty and Personal Care — The beauty sector is seeing a shift towards embracing natural hair textures, with new product lines and experiences created to support specific styling needs of curly and wavy hair types.
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Event Planning and Pop-ups — Event planners are capitalizing on the trend of immersive brand experiences, offering tailored pop-up solutions that facilitate deeper consumer engagement and interaction with products.
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Social Media and Marketing — Adapting pop-up spaces to be social media-friendly provides unique opportunities for marketing professionals to leverage user-generated content, boosting campaign visibility and consumer engagement.
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