By Rachel M.
Winky Lux, a new cosmetic brand, opened its first fully-immersive experience store in New York City’s Soho neighborhood on August 8, 2018. It has 7 rooms that highlight signature products. Capitalizing on the popularity of Instagrammable pop-up exhibits, The WINKY LUX EXPERIENCE is designed to create shareable content and “foster opportunities to connect with fellow beauty lovers and friends.” It’s essentially a retail museum. What a smart way to promote a company!
The line is pushing new trends, innovative packaging and luxurious ingredients. They are not using parabens, sulfates, gluten, phthalates or animal testing. According to their website, their “cruelty free, high pigment colors are designed to give you all the feels while providing real results.”
Guests pay $10 to enter the series of rooms. There’s a “Dreamy Hydration Room” with a cloud-shaped sofa for posing, a “Disco Ball Room”, and a miniature coffee shop. Also included are a chandelier made of 850 gold and silver lipstick tubes and thousands of colorful plastic flowers. The entry fee is credited toward a purchase at the store. Five to seven people are guided through by a salesperson every 20 minutes.
The exhibit will run through February 2019 at 430 W. Broadway in Soho.