Pure Beauty

Lancôme unveils London pop-up in Covent Garden to mark new lip balm launch

By Austyn King | Published: 11-Jun-2024

The L’Oréal-owned brand’s Idôle House store will spotlight its Lip Idôle balm and feature make-up masterclasses

Lancôme is opening a two-day pop-up shop in London’s Covent Garden to mark the launch of its new Lip Idôle lip balm product.

The Idôle House store will offer consumers personalised make-up sessions from the L’Oréal-owned brand’s make-up artists, in partnership with retail partner Boots.

Open between 14-15 June, it will spotlight the new Lip Idôle balm with behind-the-scenes insight into the formulas and ingredients used in its Idôle Lab area.

The store will also host masterclasses by Lancôme make-up artists to educate consumers about the latest cosmetics trends for summer.

Lancôme make-up artists will host masterclasses

Lancôme make-up artists will host masterclasses

Shoppers can receive free samples of Lancôme products, such as its Teint Idole Ultra Wear Foundation and Lash Idôle mascara.

In addition, the first 50 visitors to enter the store on 14 June will receive a complimentary goodie bag from the brand. 

“We are pleased to open the doors of Idôle House, a concept tailor-made for make-up enthusiasts, for the first time in London, where we get a chance to connect with our consumers and share our make-up expertise,” said Francois Lehmann, Lancôme’s Global President.

Lancôme’s Lip Idôle balm is said to provide instant shine and up to 24 hours of hydration, with skin care ingredients including squalane, shea butter, jojoba oil and ceramides.

Available in 14 shades, the brand also claims it can improve the look of vertical lip lines and lip smoothness after seven days.

The store will spotlight Lancôme's Lip Idôle balm

The store will spotlight Lancôme's Lip Idôle balm

Lancôme joins a slew of beauty brands that have opened a store in Covent Garden, which has become a prime shopping destination with its ‘beauty quarter’ housing brands including Chanel, Glossier and Deciem.

Skin care brand Elemis is set to open its first standalone London store in the area this year, following a successful Cleansing Lab pop-up in 2023.

Ayurvedic brand Almora Botanica also opened a face yoga pop-up at Covent Garden’s John Bell & Croyden in January.

Meanwhile, luxury fragrance brand Creed chose Covent Garden for its third London store in December 2023, following its Mayfair and Regent Street locations. 

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