This weekend, Clinique will wrap its “Protect Your Glow” campaign in Latest York City’s SoHo, the ultimate stop of the brand’s Hydration Pop-up tour.

The campaign kicked off in April with the brand’s Coachella pop-up, and has since made pit stops in Los Angeles, Chicago, and hosted off-campus pool parties at The University of Florida, Gainesville, and Arizona State University.

“[‘Protect Your Glow’] has been our largest activation in a minimum of the last 10 years or so,” said Beth Guastella, senior vp and general manager at Clinique, adding the initiative has been key in driving brand awareness amongst Gen Z and Millennial consumers.

On the Hydration Station, which shall be parked at Lafayette and Prince Street, visitors will find a way to sample products, take part in giveaways, chat with skincare experts and learn in regards to the brand’s newest moisturizer and SPF launches inside its Moisture Surge franchise.

Clinique said it has distributed greater than 50,000 samples and garnered greater than 24 million social media impressions through the campaign to this point.

“We’re amplifying what the brand has at all times been known for — we’re fragrance free, allergy tested, form of an OG within the lively derm space — but just form of shouting it a bit louder than we’ve done previously,” Guastella said.

Swedish hair care brand Maria Nila is making its Latest York City debut.

The brand is organising shop at 63 Spring Street, in search of to supply engaging experiences for each salon professionals and end consumers from June 1 through June 27.

“We’ve seen loads of growth here within the U.S., and we wanted to spice up that,” said Louise Bjelke, marketing manager of Maria Nila North America, adding the brand entered the U.S. market in 2019 with skilled distributor CosmoProf, and recently inked a partnership with SalonCentric, as well.

On the pop-up, guests will find a way to enjoy vegan treats (in keeping with the brand’s eco-friendly ethos), get their hair professionally styled, and even join a Midsummer-themed event on June 23 wherein consumers shall be immersed in Swedish culture.

“We wanted to supply that extra activity, where [guests] can put flowers of their hair and experience Swedish heritage,” said Bjelke. “We’re a European brand, and we would like to be the identical brand here.”

In celebration of the brand’s latest Rose Deep Hydration Balancing Emulsion, Fresh Beauty will host a pop-up event at its Union Square store on June 9 and 10, during which visitors will receive custom everlasting bracelets and revel in rose-themed beverages and festivities.

“We’re making a 360-degree experience of the brand — and specifically our rose — that may be felt through the entire senses; we may have things to drink, to experience in your skin, gifts and swag bags, and a giant flower garden in the midst of Union Square,” said general manager, North America, and senior vp at Fresh, Carolina Cespedes Virguez.  

The pop-up shall be the brand’s first in-person activation since before the COVID-19 pandemic, and shall be open from noon to 4 p.m. on June 9, and from 11 a.m. to three p.m. on June 10.

“[This time] we had a lot access to what consumers are saying about and expecting from the brand, so we’ve been in a position to interact with consumers to grasp what they’d like from our pop-up — they’ve been our biggest source of inspiration,” said Cespedes Virguez.