The collaboration marks the first of its kind between a leading beauty industry brand and a landlord, by leveraging the power of pop-up stores’ popularity and potential.
Pop up power
The nation’s CEW has partnered with the owner of Bluewater in Kent, Westgate Oxford, London's Victoria and Trinity Leeds to present beauty and personal care brands with a unique, experiential and engaging consumer opportunity.
Together, CEW UK and Landsec will aim to boost shopping centre visitor metrics including real-time traffic, peak hours, floor performance and benchmarking by giving beauty names the ability to get directly in front of consumers.
Bluewater in Kent, Westgate Oxford and Trinity Leeds boasts some of the UK’s highest footfall designations, CEW UK expresses. With its aim of bringing the beauty community together and with over 1000 members, in July 2019, CEW UK has opened up registration interest for select locations in the UK.
Beauty brand appeal
The current beauty industry is UK is valued at a total of £25.1 billion (€27.9 bn), with the amount only expecting to grow, reaching an anticipated £26.2 billion (€29.1 bn) by 2022, market intelligence provider, Mintel revealed.
“CEW members represent a diverse range of brands and business,” Caroline Neville MBE, President of CEW, relayed. “We have created this innovative partnership with Landsec to give these businesses a new opportunity to appear in flagship retail destinations and this is the first collaboration of its type.”
Emphasising the exclusivity of the pop-up plan, Muriel Zingraff, at Landsec, added: “This exclusive offer to CEW members will deliver a great experience for shoppers and brands, in some of our prime locations across the UK.”
Global strategies
Brands throughout the world are centring on pop-up strategies to generate awareness, interest, conversions and word-of-mouth by offering an experiential and exciting shopping experience.
In the US, Zodica Perfumery, set up its pop-up in New York City, while Shiseido Travel Retail has focused on the tourist market by launching its temporary shopping area in Singapore’s Changi airport.
