Pinterest and e.l.f. are turning Gen Z’s festival inspo into IRL experiences. The brands are collabing on three festival-themed corner shop pop-ups across the U.K. Each pop-up will feature live DJs, face-gem artists, and e.l.f. activations like testing products from the brand’s new Power Grip line. They can also grab customizable disposable cameras (how analog!) and pick up free exclusive festival merch. The campaign is driven by Pinterest-commissioned research finding 71% of 18-24-year-old British consumers feel they’re able to be their real selves at festivals, while 69% say they feel more authentic at festivals than everyday life. And because Gen Z festivalgoers start preparing an average of seven weeks in advance, with 64% saying saving ideas beforehand gives them more confidence to express themselves, the collab positions the brands right there to help bring their ideas to life. (Retail Gazette)
👀 Read more from YPulse: 4 Brand Pop-Ups That Won Over British Gen Z
