As an 81-year-old company, Lancôme may not be the first brand young Millennials think of when they’re seeking new makeup products, but the brand is on its way to changing that perception with its first-ever pop-up tour aimed at the next generation of beauty buffs.
From foundation consultations to a virtual “try-on” engagement, consumers are literally lining up to get a taste of the experience, which kicked off in May at the Ulta Beauty GM Conference in Orlando, and then took over a vacant boutique on Los Angeles’ Kinney Boulevard in June. Stops in New York City and Miami are slated for the fall. Get the details from sister pub Event Marketer …
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