NARS is opening a gaming parlour-inspired UK pop-up to further cement its reputation in the complexion space.
The activation will immerse visitors in a series of games which celebrate two of the Shiseido-owned make-up brand’s bestselling radiance-focused complexion products.
Light Reflecting Foundation is the brand’s medium, buildable coverage product, while Natural Radiant Longwear Foundation is said to deliver 16-hours of fade-resistant wear.
NARS’ The Players’ Lounge pop-up comprises seven experiences which are influenced by the “vibrant energy of gaming parlours”, promising a “theatrical” environment.
The investment into this two-day experiential London-based space is in response to consumer demand for more in-person experiences by the luxury brand.
"We know customers want to engage and discover brands in real life (IRL), have experiences they can be part of while sharing on social and feeling part of a community,” NARS General Manager Rachel Leon-Wardrop told Cosmetics Business.
“This unique event will showcase our authority in complexion, centered around the theme
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