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Luxury fashion and beauty brands don’t often dabble in hosting consumer pop-ups. But when they do, you can expect them to go big with the scale and creativity of the experience.
Gucci’s cosmetics line Gucci Beauty recently held its first-ever consumer pop-up to celebrate the launch of its new mascara, Gucci Mascara L’Obscur. In partnership with Sephora, the brand created Gucci Beauty Network Studios, which took over a vacant event space on Melrose Avenue in Los Angeles from March 6-7.