Oh.Bar EspressOh: the first PopUp store of the beauty brand in the United States

The independent brand EspressOh has chosen New York as the first stop of its Oh.Bar 2022 tour

For its first pop-up store in the United States, the cosmetic brand EspressOh was inspired by the classic Italian bar

EspressOh, the independent makeup and skincare brand 100% Made in Italy, has chosen New York as the first stop of its Oh.Bar tour, which will continue in major Italian cities starting October 12.

From September 15 to 18, EspressOh opened the doors of its traveling pop-up store in Nolita, a picturesque neighborhood in Manhattan, just steps from Little Italy. There couldn't be a more fitting place in the United States to launch a pop-up store inspired by the classic Italian café. At the Oh.Bar counter, visitors could try and purchase the brand's products for the first time in the United States, accompanied by a good espresso offered by the team - thus providing an experience perfectly aligned with the brand's values and offerings.

Born and raised online and actively promoted on social media, the EspressOh brand targets a young Gen Z and Millennials clientele. This audience is informed, attentive to the latest trends, the sustainability of their choices, and the brands they choose to be loyal to. In addition to echoing the name and concept focused on the essentiality of EspressOh's products, the Oh.Bar setup is an intimate and informal meeting point for the American audience and new brand followers.

Creating an interactive pop-up to launch or expand sales in the United States

The pop-up store represents an excellent entry strategy for selling in the American market for Italian and European companies. It is used by brands as a first approach to the American market and by companies already present and established in the United States to introduce new products, expand the business into new geographic areas, and experiment with new ways of engaging potential consumers. Opening a temporary store is an innovative strategy for Italian companies to directly test the American market's interest in their products with a more or less contained financial commitment.

For companies born online and on social media, like EspressOh and many others in the beauty world in Italy, opening a pop-up store is a unique opportunity for brand newcomers and enthusiasts to "experience the products live," immersing themselves in an atmosphere designed to enhance their experience. Opening a pop-up store is indeed one of the major touchpoints that can be planned to interact with consumers, especially when the brand is "digitally native."

To export and sell cosmetic products in the United States, companies must comply with American legislation

It is crucial that makeup and skincare products marketed in the United States comply with the current cosmetic regulations provided by the FDA (Food and Drug Administration), whether they are in pop-up stores, a shop, or sold online.