Mecca Cosmetica is hosting a summer pop-up to celebrate its one-year anniversary of breaking into the UK market.
The Australian SPF brand’s activation will take place in two UK cities in July – London and Manchester – and focus on its hero product To Save Face SPF50+ Superscreen.
Complimentary samples of the cult sunscreen will be given out, while consumers can also buy exclusive brand merchandise such as sun hats and canvas tote bags.
Mecca Cosmetica was created by Australian prestige beauty retailer Mecca and launched into the UK market last year via its own D2C website.
The brand’s range claims to deliver high-performance formulations that provide broad-spectrum SPF protection.
“To Save Face SPF50+ Superscreen is the number one product sold in every Mecca store [and] for good reason,” said Marita Burke, Mecca’s Chief Mecca-Maginations Officer.
“It is a tried, tested and innovative formula for those that want the very best from their skin care routine.
Mecca Cosmetica's To Save Face SPF50+ Superscreen
“We cannot think of a better way to introduce ourselves to the world than with our bestseller.
“And over time we will bring more of our Australian formulas to our UK customers.”
Mecca Cosmetica’s UK pop-up will take place at shopping destination Covent Garden in London from 10 to 11 July.
It will then hit the road and feature at Manchester’s Spinningfields Hardman Square from 13 to 14 July.
Mecca Cosmetica is not the only beauty brand investing in experiential retail activations in London.
Lancôme has just hosted a pop-up to launch its new Lip Idôle balm, alongside access to exclusive make-up masterclasses.
Charlotte Tilbury debuted a nine-day activation which took consumers on a “sensorial” journey of the make-up brand’s mood-boosting perfume collection.
UK beauty retailer Lush, meanwhile, unveiled a Shrek-inspired pop-up to celebrate the company’s latest movie collaboration.
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