Maybelline Paints on Pop-Up Experience

The deal is an effort to connect with Millennial and Gen Z consumers at a time when beauty purchases at drugstores and mass retail are on a decline.

Color Factory is an experiential pop-up experience that debuted in San Francisco last August. The New York iteration will run for nine months and will celebrate local artists across 20,000-square feet, 16 installations and more.

Color Factory will open its doors Aug. 20 at 251 Spring Street, New York, NY. In September, Maybelline will celebrate New York Fashion Week with Maybelline House, a space for editors, influencers and consumers to partake in masterclasses and experience Instagram-able moments.