John Legend’s Loved01 has some new digs.
“We want people to feel [the pop-up] is a modern apothecary dedicated to the needs of melanin-rich skin — that they can feel seen and appreciated in a luxurious, beautiful space,” said Lowe, adding consumers will be able to test products at the pop-up, which they typically aren’t able to do in a mass retail environment. “Here, you’ll be able to touch, feel play, learn about the ingredients in a more fleshed out way.”The pop-up will be open from 11 a.m. to 8 p.m.
“We’re still a baby brand — there are a lot of people who have never heard of Loved01, so our big mission is increasing brand awareness and getting samples into everyone’s hands,” said Lowe, noting the brand’s hero is its face and body moisturizer, while the exfoliating cleanser is number-two in terms of sales.
This fall, Loved01 will roll out its first new products including bar soaps, cleansing wipes and hand soaps and lotions. “Our core capsule collection is the heart of the brand, so we will continue to push that, but the newness complements the core,” Lowe said.
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