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# Cosmetic Cafe Pop-Ups
Glossier at Rhea’s Cafe Offers a Place to Shop, Socialize and Eat

By Laura McQuarrie | Published 2018-04-04 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/glossier-at-rheas-cafe
References: [instagram](https://www.instagram.com/p/BgUCg14ANbD/?hl=en&taken-by=glossier)

Glossier has launched plenty of its own limited-time pop-up shops over time and its newest initiative is the Glossier at Rhea’s Cafe takeover. From now until mid-April, those in San Francisco, California have the chance to visit the experiential Glossier retail shop to eat and socialize, as well as try and purchase a range of the brand's beauty products on-site. At the pop-up, the products are displayed alongside decor pieces from the restaurant, making the takeover seem like a very natural one. As such, the space manages to be both highly photogenic and not overly branded.

For the Millennial-targeted collaboration between Glossier and Rhea’s Cafe, special compostable takeaway packaging was created for a limited menu of some of the cafe's most popular items, such as various sandwiches, fries and two kinds of fresh salads.

## Trend Insights (Trend Hunter)

- Score: 6.9/10
- Popularity: 100% | Activity: 99% | Freshness: 8%
- Audience gender: 10% men, 90% women
- Primary generations: Gen Z, Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts)

## Key Themes

### What Makes This Trend Stand Out

- **Experiential Retail:** The Glossier at Rhea's Cafe pop-up demonstrates the trend of combining shopping with socializing and eating, creating a unique and immersive experience for customers.
- **Limited-time Pop-up Shops:** The Glossier at Rhea's Cafe takeover showcases the trend of brands opening temporary retail spaces to generate excitement and exclusivity around their products.
- **Collaborative Branding:** The collaboration between Glossier and Rhea's Cafe exemplifies the trend of brands partnering with other businesses to create innovative and memorable marketing experiences.

### Sectors Adopting This

- **Beauty and Cosmetics:** The Glossier at Rhea's Cafe pop-up highlights the potential for beauty brands to create unique retail experiences that engage customers on multiple levels.
- **Food and Beverage:** The collaboration between Glossier and Rhea's Cafe demonstrates the opportunity for food businesses to incorporate product promotions and retail activations into their existing spaces.
- **Hospitality and Events:** The Glossier at Rhea's Cafe takeover shows how hospitality businesses can leverage their venues to host branded pop-ups, attracting new customers and generating additional revenue.

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