Color Wow to host Dream Coat pop-up in Covent Garden

L’Oréal-owned haircare brand Color Wow is bringing its Dream Coat anti-frizz treatment to life with an immersive pop-up in Covent Garden this weekend, where visitors can explore the product and pick up free travel-size samples.

The activation will take place at Covent Garden Piazza on Saturday 3 October from 12pm to 6pm and Sunday 4 October from 11am to 5pm.

Across the weekend, visitors will be able to explore the technology behind Dream Coat through a series of interactive experiences designed to showcase how the product works and its approach to humidity protection.

Dream Coat is one of Color Wow’s best-known products and is designed to help protect hair from humidity while creating a smooth, glossy finish. Its technology forms an invisible, lightweight coating around each strand to help keep moisture out and reduce frizz.

The treatment is heat-activated, meaning it works during blow-drying to create a sleek finish without weighing the hair down or leaving a heavy or sticky residue.

The activation also gives visitors the chance to get their hands on the product, with Color Wow giving away 14,000 travel-size Dream Coat samples across the two days. A total of 7,000 samples will be available each day, while stocks last.

The pop-up forms part of Color Wow’s activity around Dream Coat, giving consumers the opportunity to experience the product and learn more about its humidity-proofing technology in person.

The brand is positioning the activation around the challenges of British weather, with the product designed to help maintain a smooth finish when hair is exposed to moisture in the air.