CeraVe, the drugstore skin care brand, has opened its first-ever pop-up shop in the UK.
Open until 22 October in Covent Garden, London, the L'Oréal-owned company is encouraging shoppers to return to the classroom with the 'back to school' themed event.
"This immersive experience is set to educate and inspire brand fans and consumers on the ‘CeraVe difference’”," said General Manager for CeraVe UK and Ireland, Cecile Lux.
The high school-themed space features a ‘Cleansing Lab’ where attendees can discover their skin type and a ‘Ceramides Classroom’ featuring discount codes and merchandise.
There is also a gym-themed space focusing on skin care 'myth-busting' and nurses from the National Eczema Society are available for consultations.
"As a brand developed by dermatologists, it is really important we bring this to life in the pop-up and it is why we are working with the National Eczema Society to ensure we can make skin care knowledge accessible,” added Lux.
“Working with a brand and product that is so heavily dermatologically driven to create a fun and immersive ‘edu-tainment’ experience for consumers has been a fantastic creative challenge," said Carina Garcia, Senior Art Director at Backlash.
"The experience has been designed to speak to all levels of skincare consumers, whether they are just starting their skincare journey or are diehard fans.”
