Face the Future's multi-city pop-up returns this summer with focus on prestige beauty

Online retailer Face the Future has announced the return of its 'On The Road' pop-up later this month, allowing visitors to explore the latest beauty products, trends and innovations. 

Taking place between 22-29 June, the enhanced experience builds upon the success of the retailer's inaugural roadshow in August 2023 that engaged with approximately 25,000 people.

For its second iteration, the pop-up will hit three UK cities and showcase a number of prestige beauty brands, including Eucerin, La Roche-Posay, Dibi Milano, Oskia, Lyma, Monpure and Nuxe.

It will also offer free skincare consultations, including a skin analysis from advanced skincare technology company OPATRA. As part of this, participants will receive a report detailing advice and product recommendations to help achieve their skin goals.

Other activations include a competition to win a skincare bundle "worth hundreds of pounds" and a 'Spin The Wheel' to secure exclusive beauty goodies worth up to £50, as well as the opportunity to explore new skincare and self-care brands.

The pop-up will make its first stop in Edinburgh's St James Quarter on 22 June, before heading to London’s Battersea Power Station on 27 June and Manchester's Trafford Centre on 29 June.

Julia Barcoe-Thompson, Co-founder and Director at Face the Future, said: "We are delighted to be going On The Road again in June. Our first 'On The Road' experience last year was fantastic and allowed us to meet so many new and existing customers.

"This activation is perfect for such a range of individuals, from those who don’t know where to start to those who have a fantastic regime in place but aren’t getting the results they want or just need affirmation that what they are using is having the desired result. We will be bringing our skin analysis machine with us, and our online and clinical experts will be on hand to carry out individual consultations. We are also including haircare for the first time this year so we can support for all self-care needs.

"Last year we managed to reach over 1.8 million people across all our 'On The Road' marketing activities and engage with about 25,000 people. This year will have a greater focus and will be more informative for those individuals we engage with and more rewarding for us as we’ll be able to do what we do best, give individualised support, advice, and guidance."

The upcoming pop-up has been developed from the first iteration to offer a more thoughtful experience for consumers.

"We were so busy last year, and although the campaign was a huge success in terms of meeting people and having initial conversations, we didn’t have the quality time needed to really engage with customers in detail, evaluate their self-care needs and talk about how we could help," added Barcoe-Thompson.

"So, this year, we are doing quality over quantity and really demonstrating our expertise."