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L’Oréal-owned beauty brand Maybelline will have a branded room at the Color Factory experiential exhibit in New York City, according to Women’s Wear Daily.

License Global

August 16, 2018

1 Min Read

The Maybelline space will be outfitted to match the makeup line’s Super Stay Matte Ink liquid lipstick and will include a bar, interactive dance floor, photo booth, glitter wall and more.

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.

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L'Oreal

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License Global

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