Max Factor to open three-day pop-up for Facefinity

By

Sandra Halliday

Published
Oct 3, 2019

Coty’s venerable Max Factor make-up brand will be reaching out to UK consumers later this month with plans to open an experiential pop-up location at a major London railway station.

On October 15, it will open the three-day pop-up at London Waterloo for its Facefinity foundation product offering an experience that reflects the product’s various qualities.

Such pop-ups are popular options for marketers these days with brands going to where large numbers of consumers can be found. That’s often a high-traffic destination such as a shopping mall, but stations are also key locations. While it might seem like a lot of effort for a limited return, you have to remember that Waterloo is the UK’s busiest station with over a quarter of a million people using it daily.

So what will consumers find? Taking the product tagline (“touch proof, shine proof and life proof”), the company worked with agency MKTG to bring that tagline to life, Campaign reported.

Touch proof is dealt with via a suede-lined tunnel that is intended to echo the matte-but-velvety finish of the foundation. Once visitors get through hte tunnel, they reach a shade-matching station (the product comes in as many as 40 shades) and there they’ll find make-up artists who can help them find their correct shade and give them a product sample.

Next there’s an ‘infinity mirror’ that’s set up to display the shine proof aspect of the product. And life proof is dealt with by the company using balloons to highlight the product’s Flexi-hold properties. When applied on the balloon, which is then squeezed and released, the make-up tech’s ability to stay put can clearly be seen.

There’s also a selfie station with he pictures being printed instantly as Polaroids.