Beauty pop-ups made a comeback in 2021. YPulse told you how brands got creative with pop-up experiences in 2020 by hosting drive-thru / drive-in experiences and creating in-game events. This year marked the return of some pop-ups, with beauty brands experimenting with a number of IRL activations to safely engage with consumers in-person once again. Deciem (parent company of The Ordinary) hosted its first pop-up since the start of the pandemic in L.A. this month, bringing a newsstand stocked with The Ordinary products to high-foot-traffic streets in the city; Pacifica held its first pop-up since the pandemic in October, featuring a pastel-colored Airstream with giant fluffy rabbit ears at Melrose Place that offered visitors free cotton candy and CBD beverages while selling newly launched Pacifica products; and skincare startup Freck held its first-ever pop-up where the brand took over an L.A. drive-thru coffee shop (Full Service Coffee Company) where consumers could purchase products while picking up coffee at the Freck-branded drive-thru coffee joint. Pacifica’s VP of Communications, Stephanie Payne, notes that while the pandemic gave brands a new opportunity to engage with consumers online, digital fatigue is real, and getting back to in-person activations has helped generate excitement among young beauty consumers. (Glossy)
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