Pop-up shops are the new limited-edition collections when it comes to beauty — and Fenty Beauty is capitalizing on the trend with a three-day pop-up in three separate New York City venues covering multiple boroughs. With ample opportunity for Instagram moments, more and more brands are utilizing pop-ups to garner buzz for their wares. It makes sense from a cost perspective; they are a low-commitment way of entertaining consumers in brick-and-mortar without the hassle of leases and long-term rent. Most recently, lifestyle brand Goop, makeup brand Il Makiage, and skin care beauty giant Amorepacific all opened successful pop-up shops garnering much engagement on social media. In the case of Goop, a few strategically located pop-ups around the country (NYC, the Hamptons and Los Angeles) led to permanent brick-and-mortar stores opening up with much success.
From June 27 to June 29, Rihanna’s Fenty Beauty brand will give NYC first access to the heavily-teased new Moroccan Spice collection, a full eye-focused assortment curated by the singer, a week before it officially launches. The shop, called The Fenty Beauty by Rihanna Moroccan Spice Market, will also feature the full Fenty Beauty assortment. Customers can stop by the beauty retreat and get shade matched by the brand’s makeup artists or even chill at the custom hookah lounge in the middle of the store. The sexy Moroccan spice market-inspired decor will yield ample opportunity for gorgeous social-media moments. It’s also a great time for consumers to get a professional take on which of Fenty’s famous 40 shades is right for them. Plus, the brand’s makeup artists will share tips to ensure a flawless application for a gorgeous #fentyface.
Consumers can also impress their followers by being the first to discover the Moroccan Spice Eyeshadow Palette, filled with Rihanna’s go-to shades in a richly pigmented formula. Fans can also draw on crisp, gorgeous cat-eyes using the new Flyliner Longwear Liquid Eyeliner, designed with an innovative triangle shape, and an exclusive extra-long flexible tip for super-simple lining. The collection also includes a new Pro Filt’r Amplifying Eye Primer and new eye brushes for long-lasting looks even in the sultry temps of summer.
The NYC pop-up shop will be located at The Pennsy at 2 Penn Plaza from 11 a.m. to 7 p.m. On June 28, the shop moves to the Pearl Street Triangle located on Water Street between Pearl Street and Anchorage Place in Brooklyn from 11 a.m. to 7 p.m. On June 29, the store will be located at South Street Seaport, located at 89 South Street in New York City, from 11 a.m. to 7 p.m. Customers are encouraged to share their experience in the pop-up store by using hashtag #FENTYBEAUTY and by interacting with @fentybeauty on Instagram and Twitter.