BEAUTY CARE

P&G opens temporary ‘pop-up’ store in New York

BY Antoinette Alexander

NEW YORK Procter & Gamble has jumped aboard the “pop-up” store bandwagon with the recent opening of its temporary store in New York City.

The temporary location, dubbed BrandSaver Live, opened on Black Friday and will close shop on Dec. 11. It is located on 57th Street at 6th Ave.

Inside, visitors are encouraged to experience some of P&G’s brands and receive a booklet with $45 worth of coupons for P&G products.

According to published reports, the concept was tested at shopping malls in Rochester, N.Y., and Dallas over the summer, before heading to Manhattan.

This is not the first time that a manufacturer has turned to experiential marketing. In recent years, there has been a flurry of pop-up venues where companies temporarily lease a retail spot to create a buzz and showcase products. Some companies that have taken part include Maybelline New York, which opened a temporary Beauty Studio in Manhattan; Unilever, which established the temporary “Can You Tell?” studio to promote Suave in Manhattan before traveling on to Chicago and Minneapolis; and Gillette, which took a similar approach when it opened its Venus Vibrance Leg Room in Times Square to celebrate the launch of the Venus Vibrance razor.

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Pantone selects color for 2009

BY Antoinette Alexander

CARLSTADT, N.J. So what’s the color of the year for 2009? Mimosa, an engaging yellow that exemplifies the warmth and nurturing quality of the sun and an expression of reassurance and hope that will likely be welcomed in today’s economic uncertainty and political change, according to color authority Pantone.

Mimosa, best illustrated by the flowers of the Mimosa tree and the sparkle of the hued cocktail, is a versatile shade that has appeal for men and women. It translates to both fashion and interiors. Given this, it is likely the color will pop up in the beauty and fashion world in 2009.

“The color yellow exemplifies the warmth and nurturing quality of the sun, properties we as humans are naturally drawn to for reassurance,” stated Leatrice Eiseman, executive director of the Pantone Color Institute. “Mimosa also speaks to enlightenment, as it is a hue that sparks imagination and innovation.

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Maybelline names new brand ambassador

BY Antoinette Alexander

NEW YORK Maybelline New York has named Indian model Diana Penty as its new brand ambassador, joining the ranks of such international supermodels as Adriana Lima and Christy Turlington.

Penty, a student of the Elite Model Management, succeeds Bollywood actress Deepika Padukone as a brand ambassador for Maybelline.

“I feel great to get this opportunity to endorse a brand that is so vibrant and truly multi-ethnic. For me it is not only about whom I am replacing but it’s about being on the same platform as international models and get international exposure,” stated Penty, according to published reports.

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