H&M Launch Beauty Pop-Up in East London

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H&M have opened a new pop-up shop in Shoreditch which celebrates their new relaunched beauty collection. The range consists of makeup, skincare, haircare, bodycare and fragrances. Beauty experts will be on hand to offer advice on the collection and as well as trying out the products you will be able to indulge in beauty treatments when you spend £15 or more in the store. The store opened to the public last Friday but not before inviting a hoard of bloggers and press to experience the delights of range on Thursday. The result is a massive heads up with beauty enthusiasts who have not stopped raving about the beautiful packaging which has been described as Ton Ford esq.

This isn't the first time that H&M have delved into beauty - they released a line of makeup a few years ago which I found underwhelming with regards to the quality as well as promotion but this time the Swedish brand have really gone all out. Not only is the collection very extensive (700 new products to be precise) but the marketing and PR has been spot on with a lot of buzz on Social Media.

You will glad to hear that the collection is very price friendly, starting from £1.90 and under the name, The Beauty Department, it will be housed in new dedicated beauty areas in over 900 stores worldwide later this year.

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To have a quick preview of the new products then get down to the H&M Beauty Pop-Up, Shop 8, The Old Truman Brewery, 91 Brick Lane, London E1 6QL. It is open from Thursday to Sunday between 11am to 7pm. The Pop-up is open till the end of October.