It’s midday on a Monday, and I suddenly receive a message from Rare Beauty - Selena Gomez’s makeup line. They ask me if I am able to get to London the next morning to visit the Rare Beauty Cafe Pop-Up. Without any hesitation, I say yes. Having been a fan of Selena ever since I could remember, being invited to this event came as a shock.
I arrive at the Cafe, just off the side of Oxford Street. I’m quickly welcomed by Rare Beauty’s director of digital marketing, Ashley, who instantly recognises me and invites into the event. Immediately I’m greeted by staff with free hot drinks that say ‘You are Rare’, alongside pink chocolate soufflés and truffles. The group of us who were invited gets to explore the Cafe, from the display of Rare Beauty products, a photo-booth, and a mirror filled with branded sticky notes covered in positive affirmations for us to add to.
After some exploring, we’re invited to sit down for a masterclass. We watch Rare Beauty’s Global Stylist - Cynthia Di Meo, as she shares some of Selena’s favourite makeup tips, alongside some anecdotes about working with Selena, creating a personal, close-knit feel to the event.
The masterclass finishes and we’re told Selena was disappointed that she was unable to make the event due to her filming schedule. So, instead, we’re surprised with some tote bags filled with products and a signed makeup bag sent over from Selena. (The staff begin to hand out Rare Beauty branded napkins to those of us who begin to tear up). We each then get the opportunity to record a video message for Selena herself, and immediately we all start planning what we want to say.
This event taught me that Rare Beauty truly is a brand making a difference within the beauty industry. Before inviting influencers and press to the pop-up, they invited Selena’s fans to experience it first, giving us an opportunity of a lifetime that made us all feel ‘rare’.
Having the opportunity to attend this event intrigued me into thinking about Event Planning and PR as a career, I imagine that planning events such as pop-up stores would be both demanding, yet really exciting. From concepts to scouting for the perfect locations and watching your designs come to life. Furthermore, this career would have plenty of travel opportunities, (The Rare Beauty team had been flown out from LA to London for this event!), which I would love.
What I personally love about pop-up events, is being able to experience a physical representation of a brand, and its identity. Every small detail feels extremely thought out, and that’s what creates such an amazing experience for guests. Event planning is definitely something I’d love to research further, to find out if it’s a role that I might want to consider when I graduate.
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