LOS ANGELES — Byrdie, a Clique-owned brand and authority on all things beauty and wellness, has teamed up with Amazon to bring digital content to life through its second annual Byrdie Beauty Lab pop-up. Featuring a plethora of beauty products to test and experiment with, in addition to master classes from industry professionals on the season’s best beauty trends, the Byrdie Beauty Lab provides guests with a high-end, curated experience. The Lab runs from July 20 through July 29 and will be located at 611 La Cienega Boulevard in the trendy West Hollywood neighborhood.
“Byrdie Beauty Lab is the physical extension of our commitment to making beauty approachable, applicable, aesthetically inspiring, and 100% shoppable,” says Faith Xue, editorial director of Byrdie. “Our readers come to us to learn about the latest and greatest in the beauty space, so I think they’ll be really excited to actually test and play with some of the products we always write about, from brands such as Nexxus, Pureology, Laura Geller, Nars, Elizabeth Arden, and many more.”
From 2 to 8 p.m. on weekdays and 11 a.m. to 6 p.m. on weekends, consumers can experience and test Byrdie editors’ favorite products for summer, take home samples of the products they like, and attend master classes taught by some of the top industry experts in beauty. The Byrdie Beauty Lab hosts several beauty stations, each featuring a number of the hottest and highest-quality beauty products, ranging from sun protection to a summer glow station. Byrdie partners include Sun Bum, Sunday Riley, Nexxus, Pureology, Burt’s Bees, Skin Laundry, InStyler, and Laura Geller. In addition to having products to test on site, Nexxus is also creating a dedicated class around the coolest fall hairstyles, led by celebrity stylist Lacy Redway.
Consumers will be able to instantly shop all their favorite products from the pop-up thanks to the Amazon integration. A Byrdie-curated storefront on Amazon, featuring editor reviews, will mirror the Lab activation and enable digital consumers to shop each Lab station and every product in it.
“Beauty remains a category where many consumers want to look, smell, and touch products prior to purchase,” says Marc Rothschild, president and COO of Clique. “Byrdie’s Beauty Lab takes the inspiration to purchase that experiences and content can create, and provides a real-time commerce outlet that can be linked to in Byrdie editorial content long after the experience ends. Using content and experiences to seamlessly take consumers from inspiration to purchase provides utility to them, is valuable to our advertising partners, and is something that is core to our Clique DNA.”
While the Lab is open to the general public, consumers must RSVP for master classes to learn the tricks of the trade, from derma-rolling and dermaplaning to brow tutorials with Stevi Christine to a lesson in achieving the perfect bronzed look this summer. For more information about the Byrdie Beauty Lab and to reserve your spot for a master class, please visit https://beautylab.byrdie.com/.
About Byrdie: Fresh and informative with just a touch of panache, Byrdie is the online destination for all things beauty, both inside and out. From runway trends to real-life tips, celebrity exclusives to step-by-step tutorials, Byrdie makes beauty approachable, applicable, and aesthetically inspiring—all while being 100% shoppable.
About Clique: Named to Fast Company‘s list of the World’s Most Innovative Companies in 2017, Clique is a global media, marketing, and consumer brands company. Through its brands—Who What Wear, MyDomaine, Byrdie, College Fashionista, THE/THIRTY, and Obsessee—Clique combines the power of data science with its expert editorial team to create content that inspires readers to discover and shop as well as products that millennial and Gen-Z women crave. Over the past two years, Clique has developed a consumer products division, which launched in early 2016 with its first clothing, shoes, and accessories line exclusively with Target under the Who What Wear brand and recently added an activewear collection, again in partnership with Target, called JoyLab, which was released in October 2017.
SOURCE Clique
