In Pictures: NYX brings Barbie beach house to Covent Garden
NYX Professional Makeup is serving up a slice of beach paradise with its new Barbie-themed pop-up in London's Covent Garden.
Running until 16 July, the pop-up promotes the brand's new limited-edition Barbie the Movie collection in partnership with Warner Bros.
Visitors can trial and purchase the new makeup range, including its Barbie Butter Lip Gloss, Barbie Flip Phone Mirror, Barbie Jumbo Eye Pencil Kit and Barbie On The Go Cheek Palette, among other items.
Other interactive experiences include the opportunity to discover summer looks with makeup artists from NYX, as well as various photo opportunities, such as a beach hut photobooth.
The pop-up also includes a pool area and lifeguard tower, where visitors can "cool off with a slushy and a pair of sunglasses".
A spokesperson for NYX Professional Makeup, told TheIndustry.beauty: “NYX Professional Makeup is a beauty brand rooted in entertainment, and we are so excited to offer our consumers the opportunity to explore and engage with our limited-edition collection in a unique and shareable way.
"This pop up synergises the film and collection perfectly and we are thrilled to celebrate in such an iconic UK location.”
The pop-up has been developed by creative marketing agency Backlash, which specialises in creating pop-up experiences.
James Barnes, Business Director and Founder of Backlash, told TheIndustry.beauty: "We are expecting to be hugely busy this weekend as Barbie fever grips the country.
"Choosing Covent Garden as the site for this event was a no-brainer as it has become a mecca for beauty shoppers from across the capital, the UK and global visitors.
"The wide open spaces and beautiful backdrop of the Piazza makes it the perfect choice to showcase aesthetic driven beauty brands."
Images: London Event Photographer, Kevin Moran