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Inside the race to save Big Lipstick
Sep 26, 2020
By the time Beauty Pie opened its pop-up shop at Harvey Nichols in Knightsbridge on March 12, founder Marcia Kilgore was bracing herself for the worst. Around the world, countries were retreating into lockdown to staunch the spread of coronavirus, and the UK was rumoured to be next.
The result of six-weeks of frantic planning, the subscription-based online beauty brand's pop-up was supposed to be a chance to let customers interact with its expansive premium product line. Then the pandemic hit. The virus could spread easily in a busy beauty hall, Kilgore realised, with shoppers clamouring to try out an Instagram-pretty eye shadow or lipstick. All those shared testers, those tight queues.
“It wasn't the kind of shopping where you walk in and you have a lot of space around you. There were mobs,” Kilgore says. “We were trying to disinfect everyone with hand sanitiser, but people were not really paying attention as much as they should. We were trying to keep people behind the velvet rope and only letting a certain number of people in at the same time, but it was impossible to control them.”
On March 17, exasperated by the effort and uncomfortable with the risk, Kilgore decided to close the pop-up – just five days into what was meant to be a 12-week run. Two days later, Harvey Nichols followed suit. On March 23, the rest of the UK’s non-essential businesses joined them in lockdown.
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