Skin care brand Eve Lom is making a concerted effort to target a new group of consumers in its second-largest market behind the U.K., and with that is the launch of their first-ever U.S. pop-up shop. Planned for four days beginning June 2, to be located at 21 Spring Street, the shop will resemble an urban garden where shoppers can discover the brand’s rich British spa heritage, sample products via one-to-one consultations with skin care experts, and attend masterclasses that look to educate new customers on how to use various items in the line. The brand, which launched 35 years ago, was created by facialist Eve Lom and was inspired by her grandmother’s garden.
The pop-up effort marks the brand’s first activation of this magnitude. According to Cherry Wen, Eve Lom Global President, communications will go out to spread the word of the shop on the brand’s social media platforms, brand newsletters, and through popular NYC event listings. Key influencers and loyal customers are helping get the word out, too.
Yatsen Holding Limited, a leader in the China beauty market, acquired the prestige skin care brand from Manzanita Capital in March 2021. Manzanita retains a minority stake in the business and serves as a strategic partner. going forward. Eve is longer associated with the brand.
Building brand awareness and heightening visibility by offering memorable experiences are key reasons behind the store, and there is also an opportunity to re-establish its authority in the cleansing category. Its iconic Cleanser balm put the brand on the beauty map 25 years ago as it was the first of its kind to serve as a five-in-one cleanser to help improve circulation, open pores, cleanse, and exfoliate and tone the skin in just minutes. The Cleanser balm was designed to be used with a special muslin cloth. Today, Eve Lom items include masks, facial oils, and moisturizers, in addition to cleansers. Its new Foaming Cream Cleanser, among other items, will be on full display. The brand’s items are sold online on its website, as well as in SpaceNK, Bloomingdale’s, Nordstrom, Dermstore, Skinstore, and Net-A-Porter.
“New York City is not only a key city for this market, but the location of our pop-up is in the heart of Soho where we want to introduce Eve Lom to a new generation of consumers, and we felt this would be the perfect location to offer our visitors the complete Eve Lom experience. Even the Eve Lom name connects to this: it is an anagram of Love Me,” said Cherry Wen, Eve Lom Global President.
The pop-up will be open to the public beginning Thursday, June 2, from 3 p.m. to 7 p.m.; Friday, June 3, from 11 a.m. to 7 p.m.; Saturday, June 4, from 11 a.m. to 7 p.m.; and Sunday, June 5, from 11 a.m. to 6 p.m.