Byrdie opens limited-run LA pop-up with Amazon

By

Cassidy Mantor

Published
Jul 20, 2018

Clique-owned beauty and wellness brand Byrdie has teamed up with Amazon for a second edition of the Byrdie Beauty Lab, a limited-run pop-up bringing digital beauty to life in Los Angeles with product testing and master classes.

"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 in a company statement.

Brands customers can demo at the West Hollywood pop-up include Nexxus, Burt's Bees, Pureology, Laura Geller, Nars, and Elizabeth Arden. Nexxus has created a dedicated class on fall hairstyles which will be led by celebrity stylist Lacy Redway. Other master classes include derma-rolling, dermaplaning, bronzer application, and brow tutorials with Stevi Christine.

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The pop-up is integrated with Amazon so customers can immediately shop a curated storefront of Byrdie's favorite products. The site includes editor reviews and mirrors product in the pop-up so digital customers can experience the same pieces as those who go in store. 

"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 parent company.

He added, "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."

The Byrdie Beauty Lab is free and open to the public. Customers who wish to attend a master class must RSVP to save their spot. The pop-up opens on Friday and runs through July 29th at 611 La Cienega Boulevard in LA.