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Wander Beauty to Open NYC Pop-up Shop

Posted On: Apr 16, 2019   |   Posted By: WWD

Wander Beauty wants to help consumers with their in-flight skin-care routines.
The beauty brand is opening a pop-up on New York's Upper East Side in May that will host daily educational events. Topics include airplane-based skin care, post-gym skin care and date-night makeup.
The brand, centered around “fewer, better beauty essentials,” plans to showcase its products as part of the talks. “We're touching on all areas and we're really giving her educational moments to touch, feel and interact with our formulas,” said cofounder Divya Gugnani.
The pop-up is travel-themed, and is aimed at community-building over sales, according to Wander's cofounders.
For that community, the brand has a job - help create a makeup palette.
“We're really excited about this idea of social co-creation,” said Gugnani. “This is core to our brand, and we're creating a physical, dedicated space in our pop-up to create a product in our space.”
“People can come in and join in the product development process for the next Wander palette,”...

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