Armani Beauty brings Dolci Club blush pop-up to Covent Garden

Armani Beauty will bring its new Dolci Makeup Blush collection to London’s Covent Garden with a one-day pop-up focused on product discovery, make-up advice and Dolci-inspired hospitality.

The Armani Beauty Dolci Club will take place at The Stables, 40 Earlham Street, on Saturday 19 September.

Visitors will be able to try the collection’s five shades, with make-up artists available to provide guidance on shade selection and application.

The Dolci Makeup Blush is a multi-use product designed for both cheeks and lips. It has a cream-to-powder texture and is designed to provide a natural, buildable soft-matte finish, with the brand stating that it offers up to 12 hours of wear.

The activation will also serve complimentary pink-themed Armani coffee, available hot or iced, and feature a Dolci Collectibles counter where visitors can take part in a scratch-and-reveal activity for the chance to receive gifts.

The event follows an interactive preview of the collection at Selfridges London, which featured a charm station, games and a colour-changing photobooth.

The activation comes as luxury beauty brands increasingly explore food-inspired concepts to support new launches. YSL Beauté also opened The YSL Patisserie at Selfridges London on 10 September to coincide with the launch of its Make Me Blush Cream collection.

Running until 23 September, the Parisian pâtisserie-inspired installation features make-up consultations and product demonstrations across six shades. Selected purchases include promotional gifts, while customers spending £100 on YSL make-up may receive an off-white pouch, subject to availability.

YSL’s department store installation runs for two weeks, while Armani’s Covent Garden activation brings shade matching, refreshments and collectible gifts together in a one-day experience.