2023 sees a newly reborn THAYERS. With over 175 years of experience, the brand has undergone a full brand remix asking the question – WTF IS A TONER?! To unveil this new look, THAYERS are taking over two London locations with an all-red pop-up.
The non-alcoholic Witch Hazel formula is clinically proven to reduce the look of pores in as little as one week as well as provide 8-hour hydration whilst being gentle and non-drying or stripping. Teens and the Gen-Z market were a clear key consumer of the brand and with THAYERS’ acquisition by L’Oréal in 2020, a rebrand to make them more appealing to Gen-Z was made.
Carina Garcia, Senior Art Director that worked on the creative development for the pop-up said: “The centrepiece of the pop-up concept is the iconic British telephone box, reimagined with an edgy American look. Inside, guests are invited to dial 1847, the iconic year Thayers was founded, connecting them to a skincare expert ready to answer the most asked question, WTF IS A TONER!? The educational dialogue within the telephone box offers valuable insights into the benefit of using Thayers toner as the onestep prep for better Bare-Looking skin. Once the call concludes, a sample drops into the phone box, empowering guests to try it at home – this simple approach introduces the new Thayers brand positioning in a fun and memorable way and drives home why the brand has garnered such a massive popularity in the States.”
The two pop-ups will invite consumers to try samples of the iconic best-selling toner and learn more about the new THAYERS.
When and where?
Battersea Power Station, Malaysia Square, Circus Rd W, Nine Elms, London SW11 8AL
Friday 4th August – 11am – 7pm
Saturday 5th August – 11am – 7pm
Boxpark, 2-10 Bethnal Green Road Shoreditch, London, E1 6GY
Thursday 17th August – 11am – 6pm
Friday 18th August – 11am – 5pm