Interactive beauty pop-ups aren't a new concept, but Sephora's latest activation is aiming to re-define the role that beauty plays in a consumer's life through experimental marketing.
According to an official press release, Sephora's pop-up will incorporate elements of design, technology and beauty to fully immerse its guests. The event, dubbed 'Sephoria' will take place over two days, inviting guests to learn of all the latest product offerings, while looking toward the future of the brand. The event spans over multiple rooms, the most anticipated of which is 'The Beauty Closet,' which houses an array of limited-edition products and offerings for guests to browse. In addition, the space includes a 'Makeup Vanity' room where guests can put the products to the test.
Image credit: Adrian Hancu