{"id":12537,"date":"2024-02-27T17:53:00","date_gmt":"2024-02-27T17:53:00","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=12537"},"modified":"2026-03-03T16:50:52","modified_gmt":"2026-03-03T16:50:52","slug":"check-out-the-british-beauty-brand-popping-up-in-londons-burlington-arcade","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/check-out-the-british-beauty-brand-popping-up-in-londons-burlington-arcade\/","title":{"rendered":"How Code8 Used a London Pop-Up Store to Build a Personalized Beauty Movement"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/check-out-the-british-beauty-brand-popping-up-in-londons-burlington-arcade\/#Why_a_Physical_Presence_Matters_for_Makeup_Brands\" title=\"Why a Physical Presence Matters for Makeup Brands\">Why a Physical Presence Matters for Makeup Brands<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/check-out-the-british-beauty-brand-popping-up-in-londons-burlington-arcade\/#Choosing_Burlington_Arcade_Positioning_in_Londons_West_End\" title=\"Choosing Burlington Arcade: Positioning in London\u2019s West End\">Choosing Burlington Arcade: Positioning in London\u2019s West End<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/check-out-the-british-beauty-brand-popping-up-in-londons-burlington-arcade\/#Designing_a_Flexible_Repeatable_Pop-Up_Concept\" title=\"Designing a Flexible, Repeatable Pop-Up Concept\">Designing a Flexible, Repeatable Pop-Up Concept<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/check-out-the-british-beauty-brand-popping-up-in-londons-burlington-arcade\/#Conversion_Through_Personalization\" title=\"Conversion Through Personalization\">Conversion Through Personalization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/check-out-the-british-beauty-brand-popping-up-in-londons-burlington-arcade\/#Lessons_for_Beauty_Brands_Considering_a_Pop-Up\" title=\"Lessons for Beauty Brands Considering a Pop-Up\">Lessons for Beauty Brands Considering a Pop-Up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/check-out-the-british-beauty-brand-popping-up-in-londons-burlington-arcade\/#Planning_a_Beauty_Pop-Up_in_London\" title=\"Planning a Beauty Pop-Up in London?\">Planning a Beauty Pop-Up in London?<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>British beauty brand Code8 demonstrates how a makeup pop-up store can do more than drive sales \u2014 it can build brand identity, encourage personalization and create lasting customer loyalty.<\/p>\n\n\n\n<p>Founded by Nadine Ayache and Sophia Chikovani, <strong><a href=\"https:\/\/www.codeeight.com\/\" class=\"ek-link\">Code8<\/a><\/strong> was created around the philosophy that beauty should feel curated, edited and confidence-driven. As a digital-first cosmetics brand, Code8 quickly recognized that physical retail would play a crucial role in helping customers experience products in person.<\/p>\n\n\n\n<p>If you\u2019re exploring how cosmetic brands use temporary retail strategically, see our <strong>guide to <a href=\"https:\/\/www.thestorefront.com\/mag\/4-beauty-brands-who-successfully-launched-a-pop-up-store\/\">beauty pop-up shops and successful brand examples<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_a_Physical_Presence_Matters_for_Makeup_Brands\"><\/span>Why a Physical Presence Matters for Makeup Brands<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/beauty.jpg\" alt=\"The Space on Burlington Arcade was just what Code8 were after\" class=\"wp-image-13042\" style=\"width:503px;height:auto\"\/><\/figure>\n\n\n\n<p>Unlike many product categories, makeup is inherently tactile. Shade matching, texture testing and personalized consultation significantly impact purchasing decisions.<\/p>\n\n\n\n<p>For Code8, launching a beauty pop-up store in London allowed the brand to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Offer express makeovers<\/li>\n\n\n\n<li>Provide personalized consultations<\/li>\n\n\n\n<li>Showcase curated product \u201cedits\u201d<\/li>\n\n\n\n<li>Build direct relationships with customers<\/li>\n\n\n\n<li>Reinforce brand identity through physical design<\/li>\n<\/ul>\n\n\n\n<p>Temporary retail bridged the gap between ecommerce discovery and in-person confidence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choosing_Burlington_Arcade_Positioning_in_Londons_West_End\"><\/span>Choosing Burlington Arcade: Positioning in London\u2019s West End<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/beauty-1.jpg\" alt=\"Positioning was everything for Code8\" class=\"wp-image-13043\" style=\"width:689px;height:auto\"\/><\/figure>\n\n\n\n<p>After an initial activation in Covent Garden, Code8 opened a pop-up in Burlington Arcade \u2014 located in London\u2019s prestigious West End.<\/p>\n\n\n\n<p>The West End is one of the strongest locations for beauty and luxury pop-up shops due to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>High tourist and local foot traffic<\/li>\n\n\n\n<li>Established retail credibility<\/li>\n\n\n\n<li>Proximity to premium fashion brands<\/li>\n\n\n\n<li>Strong conversion potential<\/li>\n<\/ul>\n\n\n\n<p>Explore available retail spaces in London\u2019s West End:<br><a href=\"https:\/\/www.thestorefront.com\/search\/london\/west-end\/retail\">West End Retail Spaces<\/a><\/p>\n\n\n\n<p>More broadly, London continues to be one of the most strategic cities globally for beauty pop-up stores.<\/p>\n\n\n\n<p>Browse <a href=\"https:\/\/www.thestorefront.com\/search\/london\/retail\" class=\"ek-link\"><strong>pop-up store spaces in London<\/strong><\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Designing_a_Flexible_Repeatable_Pop-Up_Concept\"><\/span>Designing a Flexible, Repeatable Pop-Up Concept<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/beauty-2.jpg\" alt=\"Code8 designed their pop up space to be flexible and repeatable\" class=\"wp-image-13041\" style=\"width:769px;height:auto\"\/><\/figure>\n\n\n\n<p>One of Code8\u2019s strategic advantages was designing a modular pop-up format.<\/p>\n\n\n\n<p>While the Covent Garden space featured a clean white-box aesthetic, Burlington Arcade had a more townhouse-inspired environment. To maintain brand consistency across different locations, Code8 invested in mobile furniture and adaptable display elements.<\/p>\n\n\n\n<p>This approach allowed the brand to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Replicate its identity across multiple pop-ups<\/li>\n\n\n\n<li>Reduce future build-out costs<\/li>\n\n\n\n<li>Maintain visual cohesion<\/li>\n\n\n\n<li>Scale its temporary retail strategy efficiently<\/li>\n<\/ul>\n\n\n\n<p>For beauty brands considering recurring activations, flexibility in design can significantly improve ROI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conversion_Through_Personalization\"><\/span>Conversion Through Personalization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/beauty-3.jpg\" alt=\"Code8 pop up in London\" class=\"wp-image-13044\" style=\"width:563px;height:auto\"\/><\/figure>\n\n\n\n<p>Code8\u2019s pop-up model focused heavily on curated \u201cedits\u201d \u2014 pre-selected makeup themes and personalized boxes tailored to individual preferences.<\/p>\n\n\n\n<p>Inside the pop-up, visitors could:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Receive complimentary express makeovers<\/li>\n\n\n\n<li>Shop curated lip collections<\/li>\n\n\n\n<li>Create customized makeup edit boxes<\/li>\n\n\n\n<li>Engage directly with brand representatives<\/li>\n<\/ul>\n\n\n\n<p>The result was strong in-store conversion. Once customers entered the space, they experienced the brand\u2019s philosophy in action \u2014 making purchase decisions more intuitive and confidence-driven.<\/p>\n\n\n\n<p>This reflects a broader trend in cosmetic pop-up stores: personalization drives performance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lessons_for_Beauty_Brands_Considering_a_Pop-Up\"><\/span>Lessons for Beauty Brands Considering a Pop-Up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Code8\u2019s London activation highlights several key strategies for emerging beauty brands:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use pop-ups to make digital brands tangible<\/li>\n\n\n\n<li>Choose neighborhoods aligned with brand positioning<\/li>\n\n\n\n<li>Design modular interiors for repeat use<\/li>\n\n\n\n<li>Prioritize consultation and personalization<\/li>\n\n\n\n<li>Leverage social media to guide customers to new locations<\/li>\n<\/ul>\n\n\n\n<p>Temporary retail allowed Code8 to create a sense of movement \u2014 encouraging customers to follow the brand across locations and stay engaged digitally.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Planning_a_Beauty_Pop-Up_in_London\"><\/span>Planning a Beauty Pop-Up in London?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>London\u2019s West End, Covent Garden and surrounding areas remain prime locations for cosmetics and makeup pop-up stores. <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-guide\/\" class=\"ek-link\">Check out How to Start a Pop-Up Shop in London: The Complete Guide.<\/a><\/strong><\/p>\n\n\n\n<p>Browse available spaces in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.thestorefront.com\/search\/london\/west-end\/retail\" class=\"ek-link\"><strong>London West End<\/strong><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.thestorefront.com\/search\/london\/retail\" class=\"ek-link\"><strong>London Pop-Up Shop Spaces<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n<p>Or explore global pop-up opportunities on <a href=\"https:\/\/www.thestorefront.com\/\">Storefront<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Code8\u2019s London pop-up in Burlington Arcade shows how a makeup brand can use temporary retail to offer personalized consultations, curated product edits and strong conversion in the West End.<\/p>\n","protected":false},"author":19,"featured_media":13040,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-uk\/\" rel=\"category tag\">Success Stories UK<\/a>","qubely_excerpt":"Code8\u2019s London pop-up in Burlington Arcade shows how a makeup brand can use temporary retail to offer personalized consultations, curated product edits and strong conversion in the West End.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/12537","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=12537"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/12537\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/13040"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=12537"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=12537"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=12537"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}