Glossy Pop Newsletter: NYFW-timed pop-ups proved a big success for beauty brands

2 months ago 20

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In the weeks leading up to New York Fashion Week, announcements of beauty brand pop-ups — many of which would combine a VIP event with a few days of activations — flooded editors’ inboxes. Still, despite the crowding, the line to get into Prada Beauty’s pop-up, held from September 6-8 in Chelsea, was wrapped around the block. The multi-room activation was meant to promote the latest flanker of the brand’s Paradoxe franchise, dubbed Virtual Flower.

Prada Beauty isn’t exactly starved for brand awareness, and the goal of the pop-up wasn’t sales, either, according to the brand. “We wanted to bring the story of Virtual Flower to life,” said Nico Lubkeman, brand manager at Prada Beauty. And he believes the brand accomplished this goal.

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