Whether it’s a one-off store location (that’s usually open for a limited time), an immersive experience, a brand activation or a mobile tour, pop-ups are having their moment.

Every retailer, brand and shopping destination seems to be putting together a pop-up, leaving consumers spoilt for choice.

Do you love music? Well, you may have visited the Harry Styles pop-up store.

Or perhaps you prefer sports? Then the Atlassian Williams pop-up at the Outernet might have been for you.

But if there is one sector that loves a good pop-up, it is the beauty industry.

From industry staples such as Clarins and MAC, to designer beauty brands like YSL Beauty and Prada, and viral internet sensations Rhode and Rare Beauty, pop-ups have become synonymous with the industry.

But with so many available, how do you stand out from the crowd?

Simon Comins, chief operating officer at Superdrug, explains that a successful beauty pop-up should create a “sense of excitement”. It should allow shoppers to explore new brands, trends and experiences in one place.

He adds: “For example, at Superdrug Presents, we focus on discovery and experience, bringing together trending health and beauty brands, expert advice, hands-on moments and community.

“Customers can try products, attend masterclasses, enjoy beauty services, meet creators and brand founders. When a pop-up combines fun, education and product exploration in an inclusive and accessible environment, it becomes more than just a single retail moment.

Katie Peake co-founder of creative brand experience agency Backlash says: ” Leading with a strong and disruptive concept that focuses on a specific product or product USP ensures that the pop-up is easy to promote and easy for consumers to understand what is happening.

Peake believes that pop-ups should have a strong concept led by a truth or emotion and brands should bear in mind how they want consumers to feel as they engage with the pop-up, as different concepts will evoke different feelings.

She adds that brands need to stand out and not “copy and paste” what competitors are doing.

Comins’ agrees, he says: “The best immersive retail experiences bring that to life by creating environments where customers can explore brands, test new products and learn directly from experts and creators. It also taps into the social side of beauty, where people enjoy sharing new product finds with friends and can engage with their most loved brands in person.

“These moments make beauty feel more exciting, interactive and personal.”

Consumers are really drawn to experiential retail as it offers them a unique opportunity to engage with the brand 1-2-1,  Peake explains. Shoppers are also offered “value-adds” such as promotions, gift with purchase, goodie bags or freebies, which helps to pull them in.

However, Peake emphasises that it is important for brands not to over-promote the freebie aspect of the pop-up, as often groups of “professional freebie hunters” will attend the events just to get free things.

She explains that this means brands aren’t targeting their “existing or ideal consumer base”

Comin’s explains that pop-ups and events create “genuine moments” between brands and consumers that goes beyond the “traditional” shopping experience.

“At pop-ups, customers can discover new products and interact with experts, as well as experience brands in a much more personal way”.

Peake says: “The design is just as important as the concept, especially with beauty and fashion pop-ups. As a creative director, I have to balance how disruptive the design is going to be vs the budget and also if the design works for the brand. For example, a brand like Prada or Marc Jacobs requires a luxury level of design, and we can’t scrimp on the materials or finishes we use.

“The design and execution need to be premium as we are physically creating an embodiment of the brand. This can be a real challenge as we always want to design a pop-up to be viral and shared, so creatively it can’t be dull, as it will fade into the background in such a noisy industry.

She adds: “Ideally, the concept will always lead the design. If we are starting off strong with a disruptive idea, it usually means we can find ways to make the design stand out as well.

Comins comments: “Direct interaction helps build trust and emotional connection. When customers discover products in an engaging environment and feel part of a community built around a brand, it naturally strengthens loyalty and encourages them to continue talking about and engaging with those brands long after the event ends.”

Comins says: “Design plays a huge role in creating an engaging event, but it has to work practically for customers as well. At Superdrug Presents, spaces are designed to feel immersive and visually exciting, while still allowing customers to easily move between zones, discover brands in their own time and try different products.

“Areas such as masterclass stages, brand zones and beauty services combine inspiration with practicality, ensuring customers can explore, experiment and interact with brands in a way that feels seamless and enjoyable.”

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