Brand pop-up events are back!

Honestly, nothing beats a good pop-up. In a world where so much of our shopping happens through a screen, there’s something about walking up to a booth, trying a product on your own skin and walking away with a little souvenir that feels like an event. Brands seem to agree, and lately they’ve been going all in. Rhode took its Rhode x Justin Bieber collection to Coachella, Topicals threw an LA pop-up for its new Fresa and Canela Slick Salve shades, and right here in Montreal, Armani Beauty hosted one, NYX drove a truck around the city sampling its new Smushy SOS lip mask, and even the Le Studio Café weekend popup by Nespresso that happened back in June this year. 

What do they all have in common? They put a new product directly in people’s hands and let them try it for themselves. If I can head downtown, get matched with my perfect shade of Armani Dolci blush, try it on and maybe even win something, I’m way more likely to remember it. And down the line, I might actually buy it. Part of the appeal is the FOMO. The pop-up is only around for a short time, and some giveaways and products are available while supplies last, so there’s a reason to go now and share it before it’s gone. But FOMO only gets people through the door. The experience has to be worth it once they’re inside.

I learned that the hard way at the Armani pop-up. I went after seeing it on social media, and lo and behold, I showed up 20 minutes before it ended only to find out the lines had been cut off for the day. That wasn’t communicated anywhere beforehand. It’s a small miss, but it’s the kind that can leave a sour taste after an otherwise cool idea. Long lines, unclear access or running out of product too early can turn excitement into frustration fast. A pop-up can look amazing online, but people still need to feel their time was well spent.

That’s why the best ones tie the experience back to the product. You try something new, interact with the brand and walk away with a moment you want to talk about. It doesn’t guarantee a purchase, but it makes the product, and the brand, a lot more memorable.

So, are pop-ups good for brands? I’d say yes, as long as there’s more to them than a photo op. A great pop-up creates excitement in the moment and gives people a reason to keep thinking about the brand long after they’ve left.

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Written by : Gabby T.