Elemis to celebrate bestselling cleanser with bakery-style pop-up
Elemis is celebrating its bestselling Pro-Collagen Cleansing Balm with a new pop-up in London.
Located in Notting Hill Bakery at 283 Westbourne Grove, the Elemis Cleansing Café will take place from 10-11 April.
As part of this, guests can explore the brand's Pro-Collagen Cleansing Balm range, from its original scent to new editions such as Rose, Green Fig and Black Cherry.
Visitors can also receive an Elemis Expert SkinLab consultation using its HD Diagnostic Camera, as well as enjoy a complimentary drink and sweet treat.
Additionally, there will be goody bags and the first 100 customers each day will receive a pair of Cleansing Cuffs.
Susan Harvey, General Manager for Elemis UK, told TheIndustry.beauty: "To spotlight our Pro-Collagen franchise being the number one facial cleanser in the UK, we will be taking over the Notting Hill Bakery delivering a unique, two day community-building experience that brings our bestselling cleansing balms to life through education and storytelling."
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The upcoming pop-up comes as Elemis continues to spotlight its bestselling Pro-Collagen Cleansing Balm, having launched another marketing campaign last summer.
The campaign saw a CGI social video of the viral cleanser "breaking through the concrete" in London's South Bank alongside a real-life replica in the same location.
It was followed by a pop-up in partnership with Harrods, celebrating the skincare brand's wider Pro-Collagen range.
With shoppers seeking more immersive, entertainment-driven retail options, its latest pop-up comes amid rising demand for experiences that go beyond simple transactions.
This concept is particularly popular across beauty, with more and more brands hosting activations to entice consumers and drive awareness, engagement and sales.
