LVMH-owned beauty brand Fresh is for the first time participating in Les Journées Particulières, a three-day global event kicking off in New York on October 14 whereby LVMH Maisons from around the world provide the public a behind-the-scenes look into the group’s luxury brands’ design and innovation. This marks the first year that two American LVMH Maisons, Tiffany & Co. and Fresh, will be participating in the event, which is free. Bookings are on a fifirstfirst-comerst come, first served basis.

As part of the event, Fresh consumers will have the opportunity to stop by the brand’s Union Square flagship store to partake in a mask flight led by the Fresh education team. Through experiencing a selection of Fresh masks, consumers will discover unique origin stories for each hero ingredient and the ultimate expression of Fresh sensoriality. And, through exclusive appointments, clients will also have the opportunity to connect with the brand’s co-founders, Lev Glazman and Alina Roytberg, to learn more about the origin of Fresh and to get a glimpse into the journey in every Fresh jar.

Benefit Cosmetics will also be taking part in the event, from the brand’s House of Benefit just blocks from San Francisco’s historic Union Square, in the heart of the Financial District. Reservations for the Benefit event open today, September 22. On a global basis, beauty brand Guerlain will host a story telling event at its boutique located at 68 avenue des Champs-Élysées in Paris; reservations to attend open September 29.

Be sure to visit Les Journées Particulières for more information on the various brands taking part in this global event and to book a free reservation.