Garnier teams up with Marvel's Madame Web for new Hair Food pop-up

To celebrate the launch of its new Supercharged Hair Food, Garnier has partnered with Marvel’s newest superhero sensation Madame Web to host its first pop-up at Westfield Stratford City this weekend.

The partnership is said to be a celebration of female empowerment, formidable feminine strength and unapologetic confidence, following the release of the new action-packed film starring actress Dakota Johnson.

Across the three days, visitors are invited to "supercharge their shower routine for their healthiest hair yet" and could even be in with the chance of winning a trip to New York.

The pop-up will host live styling demos with hairstylist Michael Douglas, as well as a super styling station with bookable slots and opportunities to win prizes at the brand's Madame Web gaming station.

It also features six immersive neon showers to help guests discover the scents behind Garnier's bestselling Hair Food, which is said to sell four every minute in the UK.

Within the cubicles, consumers can scan and answer different questions, each designed to test their Hair Food knowledge. Each correct answer will equate to one entry for the New York trip competition.

The pop-up marks the latest beauty brand activation at Westfield's retail destinations in London, having also hosted experiences with Pai Skincare, Indē Wild and Glossier last year.