Cetaphil to engage UK consumers with first immersive SkinLABS experience

For one day only this September, Cetaphil, the tried, tested and trusted sensitive skincare brand, is inviting UK skincare lovers to step inside its world as it brings Cetaphil SkinLABS to Covent Garden for the very first time.

The immersive event, staged at The Stables, will transform the space into a skincare playground to celebrate the launch of the brand’s new Gentle Exfoliating range.

Guests can expect skin consultations with leading dermatologists, pilates sessions with influencer Tia Zanetti, and expert-led talks tackling everything from skin sensitivity to the most persistent beauty myths.

Tickets cost £10 and include access to all activities, a complimentary drink, and a full-size Gentle Skin Cleanser 236ml to take home, with proceeds donated to hygiene poverty charity Beauty Banks.

But London’s debut is just one stop in a wider global journey. René Wipperich, General Manager UK & Ireland at Galderma, told TheIndustry.beauty: "The Cetaphil SkinLABS idea started last autumn in Malibu as a community engagement activation to highlight and celebrate the science behind the brand and drive advocacy with the immersive beauty experience to bring the brand to life. Since then, the engaging concept has gone to locations from The Philippines to Canada.

"September sees the event come to London, where we will host and connect with not only UK press, influencers, retailers and consumers but also community members from across Europe. We are so excited to have this event in the iconic city of London this September."

Cetaphil is a dermatologist-recommended skincare brand with over 75 years of expertise in caring for sensitive skin. Known for its Gentle Skin Cleanser, which has become a global bestseller, the brand now offers a full range of science-backed products developed to soothe even the most delicate skin barriers.

The US-founded brand's pop-up reflects a growing trend among beauty brands to invest in immersive, short-term retail in Covent Garden, which has rapidly evolved into a beauty destination in its own right.

This year alone, Covent Garden has welcomed a wave of prestige beauty activations. Earlier this month, for example, Aveda launched its first immersive experience in London to mark the debut of its new Miraculous Oil. Last month, Never Fully Dressed popped up in Covent Garden to celebrate the launch of its fragrances. This followed Sculpted by Aimee's pop-up in the area in June.

According to Capco, the property group behind much of Covent Garden’s retail leasing strategy, beauty is now one of the district’s most powerful traffic drivers. Glossier’s flagship location on Floral Street, for example, has become a consistent crowd-puller, helping to cement the area’s status as a launchpad for digitally savvy and community-driven brands.