Experiential Pop-Ups Work for Cosmetica Labs

Cosmetica Laboratories, a Canadian custom cosmetics and skincare manufacturer, hosted its first immersive pop-up experience from May 25-27.

The multi-day #FormuLAB pop-up was activated at Lume studios in New York City. It aimed to showcase the company's latest beauty innovations through digital and sensorial experiences. One collection spotlighted included new formats and textures made with clean, sustainable and upcycled ingredients, according to a news release.

The pop-up shop's product selection was a curated sample of Cosmetica Labs' best-in-class cosmetic library, allowing shoppers to handpick their own samples.

The event also included "state-of-the-art" activations, including immersive formula texture projections, a VR tour of their 270,000-square-foot manufacturing facility in Toronto, an photo booth and a custom laboratory-inspired face mask experience.

In addition to the client-focused format, Cosmetica for the first time opened its product showcase event to popular industry influencers and media, who were also invited to a cocktail reception where they could try the company's products and experience the activations. The reception also included a live product demonstration by celebrity makeup artist LOTTIE (@lotstar).

Following the success of this experiential format, Cosmetica plans to activate in-person events throughout North America.

"The pop-up was a huge success for our business, and we look forward to repeating this format in new markets in the future" said Maria Osorio, director of marketing and product development at Cosmetica Labs, in the release.

Cosmetica will continue to harness the latest event technologies and innovations to create immersive and memorable experiences for existing and prospective customers, per the release.