VIEVE kicks off roadshow pop-up as it celebrates biggest product launch to date
Jamie Genevieve’s makeup brand VIEVE has begun its first-ever roadshow, visiting four locations across the UK throughout August and September to celebrate its "biggest launch to date".
Kicking off in London today, 30 August, the pop-up is offering personalised shade matches, free gifts, and a competition for one lucky guest to win of a personal shopping experience.
VIEVE Founder Jamie Genevieve at the pop-up today, 30 August.
What's more, Jamie Genevieve will also be at every location to meet and spend time with customers with her brush belt on.
Locations
- 30 August - Covent Garden, London.
- 1 September - The Bullring, Birmingham.
- 6 September - Liverpool ONE, Liverpool.
- 8 September - The Trafford Centre, Manchester.
Founded by Scottish makeup artist Jamie Genevieve in 2020, VIEVE is known for its range of vegan and cruelty-free cosmetics, with bestsellers including a Modern Mascara, Sunset Blush Balm, Lip Dew, Skin Nova Primer and Dimension Face Palette.
Now launching its first-ever foundation, the Skin Nova Complexion Balm promises medium-to-buildable coverage, combining luminous pigments with nourishing, high-performance ingredients for a "natural-looking, second-skin finish that feels as good as it looks".
All visitors will receive a free sample of the brand's new Skin Nova Complexion Balm at the pop-up, with anyone who shops at 'VIEVE on Tour' also receiving a Sunset Blush Balm in Cherub and VIEVE bag.
Emma Dawson, CEO of VIEVE, exclusively told TheIndustry.beauty: "The roadshow idea was born a year ago with the intention of us having the opportunity to reach as many of our existing as well as new customers in person.
"The roadshow is primarily an opportunity for us to meet our customers but also presents an opportunity for us to showcase the look and feel of the brand (that has only previously been experienced by those who have been to our Glasgow pop-ups and the one we hosted in London in 2022). Our fundamental aim is to meet, speak to and serve as many customers as we can to get to know our community better and further build brand awareness."
"The decision to do the roadshow now coincides with our biggest product launch - Skin Nova Complexion Balm, where customers will be able to interact with the product, which is incredibly exciting and fundamental for a complexion launch.
"We want customers to be able to touch, feel and experience VIEVE, as well as get the chance to be matched with the correct Skin Nova Complexion Balm shade from the get-go; hence wanting to get on the road and shade match customers in key UK cities."
The pop-up has been developed by creative marketing agency Backlash, which specialises in creating pop-up experiences.
