The pop-up store opens today (16 September) in Covent Garden and has been designed to recreate the backstage ambiance of New York Fashion Week.
Maybelline has also launched an outdoor advertising campaign, created by McCann London, around Covent Garden and on digital screens in London tube stations to drive traffic to the store.
Working in partnership with Marie Claire, the pop-up store will sell exclusive Maybelline products and host demonstrations of how to achieve catwalk looks.
Marie Claire will host customer events throughout the 10-day opening including model scouting and beauty classes.
The cosmetic brand says the pop-up store is part of its strategy to engage directly with consumers and provide an opportunity for “a more personalised Maybelline experience”.
Maybelline is the latest brand to open branded pop up store selling its products directly to consumers in a bid to drive engagement. Signet Group, which owns jeweller H Samuel opened pop up stores around London in time for Valentines Day and Marmite opened a store on regent street last year to sell branded products.
Last week, L’Oreal appointed former Coca-Cola and News International marketer Jeremy Schwartz to head up the marketing for the Maybelline and Garnier brands.