For Merit, a pop-up is not influencer bait

6 hours ago 5

Pop-ups can be a bit of a circus, designed by brands to garner earned media value and brag-worthy stats about just how long fans waited in line to take pictures with life-sized products, for example.

Merit’s first U.S. pop-up, however, is not meant to bait aspiring or actual influencers, according to Aila Morin, its CMO.

The pop-up will take place in NYC’s Soho neighborhood from May 30 to June 1 and will mark the arrival of Merit’s latest product, the Uniform Tinted Mineral Sunscreen SPF 45, which comes in 15 shades and retails for $38. The product has, in some form or another, been in development since before the brand first launched in 2021.

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