Gucci Beauty just opened its first-ever pop-up store to celebrate the launch of the line’s latest addition: the Mascara L’Obscur. Located on Melrose Avenue in Los Angeles, the pop-up, created in partnership with Sephora, not only celebrates the launch of the new mascara, but invites visitors into the brand’s first-ever interactive consumer experience. Dubbed Gucci Beauty Network Studios, guests can step into the luxury label’s world for an immersive and exclusive beauty-centric adventure open for two days only, on March 6 and 7, 2020.
Visitors are able to do their very own screen test, explore the Gucci Beauty makeup set, indulge in the Gucci Guilty diner, discover scents in the Gucci Mémoire d’une Odeur library, and more. At the center of the activation, of course, is the mascara, which has already caused a stir on social media from its campaign that features clumpy, spidery lashes and the promise that “It builds and builds for eyes that are everything.”
Before opening the pop-up to the public, Gucci hosted a private event to celebrate the launch. Guests included Dani Miller, one of the faces of the Gucci Mascara L’Obscur campaign and lead singer of punk band Surfbort; Thomas de Kluyver, Gucci’s Global Makeup Artist; and many others.
