Digitally native Jouer Cosmetics is making its first foray into brick-and-mortar.
Starting Aug. 24 and running through the weekend, the beauty brand is hosting its first pop-up shop in Los Angeles packed with the brand’s full product assortment, merchandise and Instagrammable moments including a pink bicycle decorated with flowers, a glitter staircase and a photo wall.
“There is often this barrier for some people to actually purchase products without touching and feeling them first,” said Christina Zilber, founder and creative director of Jouer Cosmetics. “We wanted to get their hands on the product and allow them to feel and experience our formulas in a way they can’t online.”
Zilber stated the pop-up’s design is a reflection of the elegant and classic feel of the brand with fun installations that are meant to attract loyal and new customers. In addition to the Instagrammable moments, Zilber predicts customers will be attracted to the store’s foundation bar to get color matched to one of the brand’s 50 shades. A monogram service will also be available for some products, like the Trousse Voyage makeup bags and tote, to give customers a more personalized experience.
“Jouer is a line that is classic, beautiful and elegant with pops of color and glitter, so we wanted the pop-up to feel that way,” she continued.
The pop-up also highlights the brand’s latest rose gold collection, which includes a blush palette, eye shadow palette, highlighter, lip toppers, liquid lipstick, lip gloss and eye shadow crayons all within a rose gold color scheme priced between $16 to $40. Zilber first introduced a mini rose gold collection last year with a lip topper and highlighter, which quickly became bestsellers. The success of that collection inspired her to create another larger collection.
While the brand doesn’t have any concrete plans for additional pop-up locations, Jouer is entering Sephora’s brick-and-mortar stores starting with roughly 50 locations in the first quarter next year. Jouer is sold on the brand’s site and online at Sephora, Nordstrom, Dermstore and Beautylish. The brand has been in talks with international retailers to expand overseas, but is focusing on its brick-and-mortar expansion into Sephora.
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Jouer is also hosting a meet-and-greet on Aug. 25 at the pop-up with beauty influencer Jade Marie, who has been a longtime fan of the brand.
The Jouer Cosmetics pop-up is located at 8457 Melrose Place and will be open from Aug. 24 to 26.
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