Dive Brief:
Beauty brand Naturium held its first in-person pop-up event in Los Angeles over the weekend as a way to highlight its new brand campaign, “Every One, Every Where, Every Day.”
The “Consistency Club on Tour” pop-up roadshow took place on Friday in Venice at The Brig, on Saturday at Sportsman’s Lodge in Studio City and Sunday at the Melrose Farmer’s Market in West Hollywood, according to a company press release.
Along with personalized consultations on skin care, the pop-ups featured influencer appearances, live demonstrations, interactive stations and gamified touchpoints. Naturium highlighted its products, including a multi-oil body wash, vitamin C complex serum and a multi-peptide advanced serum.
Dive Insight:
The strategy behind showcasing its hero products at the pop-up shops is a way for Naturium to expand its presence with consumers beyond its traditional online approach.
“Community has always been at the heart of Naturium. The Consistency Club on Tour is our way of bringing that to life,” Susan Yara, Naturium’s founder, said in a statement. “We’re excited to create a space where people can learn, play, and connect with skincare in a way that’s both fun and deeply rooted in our philosophy of consistency.”
The pop-up builds on the brand’s “Every One, Every Where, Every Day” marketing campaign launched over the summer. The initiative features seven influencers speaking about their experiences with Naturium and rolled out over connected TV, YouTube, Instagram, Facebook, TikTok, Reddit and Pinterest.
Naturium built its business as a brand selling affordable skin care products. Its products are being sold on its own website, and online and in-store at both Target and Ulta Beauty.
The brand was acquired by E.l.f. Beauty in 2023 for $355 million.