Drunk Elephant sends customers an acid trip with new NYC pop-up

The space will celebrate the relaunch of its Lala Retro Whipped Cream product, which now contains ceramides

Global skin care favourite Drunk Elephant has opened its first-ever pop-up space in the US, complete with its signature Acid Trip theme.

Aptly named House of Drunk, the 1,300sqft concession, in New York’s Manhattan, is said to bring to life the brand’s ‘playful and irreverent’ image, while giving customers an interactive experience.

Meanwhile, the space is also said to celebrate the reformulation of the brand’s Lala Retro Whipped Cream, which is set to launch in July.

As part of the relaunch, customers will be able to participate in an immersive experience to physically trial the product’s skin-benefiting ingredients.

Founder Tiffany Masterson said she was “excited” to open the new space in New York, where, she says, the brand has a community of “supportive” fans.

“I wanted to introduce the recently updated Lala Retro Whipped Cream [...] in a fun and experiential environment before it launches in July - this pop-up is insane and feels exactly like you’re stepping inside the brand.

“I’m looking forward to spending time with fans along with those who are new to Drunk Elephant and its philosophy.”

Last month it was reported beauty heavyweight Unilever made a US$1bn bid to buy the brand after Masterson claimed she was working on a take over.

However, the brand has not made any further announcements on an acquisition.

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