Everything you need to know about Dr Sam’s new pop-up with Sephora
Dermatologist-led skincare brand Dr Sam’s is opening a new pop-up at Westfield London to celebrate its launch at Sephora.
Taking place from 31 October to 3 November, the pop-up will allow guests to learn about Dr Sam’s, access expert skincare advice, and have a chance to win a selection of prizes in the brand's bespoke 'unlock the secret to flawless skin' lockers.
As part of its launch, Dr Sam’s will also be unveiling its new and improved AI-powered ‘Routine Finder’, which asks a short series of questions on current skincare concerns before prescribing users with a tailored routine to transform their skin.
The new skin analysis tool has taken over a year to build, and can measure and review the skin in detail. It also includes a skin coach to track and measure the progress in the seven areas of skin concerns, including radiance, texture, wrinkles and redness.
The pop-up has been developed by creative marketing agency Backlash, which specialises in creating pop-up experiences.
Victoria Campbell, Managing Director at Dr Sam’s, told TheIndustry.beauty: "Moving into retail after being direct-to-consumer for six years was such a big decision for us that we wanted to amplify the noise around the launch with a pop-up to drive brand awareness and engagement.
"Our only barrier to growth as a brand is awareness, and the purpose of the pop-up is for more people to discover the brand and unlock their own skin transformation. Visitors can take our new AI-powered routine finder, test the products that are tailored to them, and be able to purchase there and then, or take home samples."
After seeing her patients struggle to find the right skincare for their concerns and to effectively dose active ingredients, Dr. Sam Bunting decided to launch her own brand in 2018.
The new pop-up comes after the brand launched at Sephora last month, sharing that is has already outperformed all targets while also selling out of its hero SKUs in the first two weeks.
Sarah Boyd, Managing Director at Sephora UK, said: "We are thrilled to be stocking Dr. Sam’s award-winning, science-led skincare exclusively at Sephora UK as part of our commitment to providing our customers with new disruptive and exciting brands.
"Dr. Sam is not only one of London’s leading dermatologists but has also become a trusted voice of authority in the skincare world.
"We are excited to add the brand to our curated skincare portfolio, and have no doubt that her products will be flying o the shelves."
