#United States #New York City #OLAPLEX #Pop Up Mob #Olaplex No. 3 Plus

Olaplex Lab: A Science-Focused Pop-Up Experience in NYC

In March 2026, Pop Up Mob partnered with Olaplex to create an immersive pop-up experience titled Olaplex Lab located at 45 Grand Street in SoHo, New York City. This engaging event marked the launch of Olaplex's latest product, No. 3 Plus, designed to provide next-generation hair repair treatment. Over the course of six days, the activation welcomed more than 2,400 visitors, including a VIP launch event for media and influencers and two open days for the public.

Transforming Science into Experience

The objective of the Olaplex Lab was to translate the brand's scientific foundations into an interactive experience. Instead of relying solely on traditional marketing techniques, visitors were invited to touch, feel, and engage with the innovative bond-building technology behind Olaplex products.

The pop-up space was carefully crafted to resemble a high-tech laboratory, complete with striking red tile walls and sleek clinical surfaces that encouraged exploration and curiosity. At its heart was a hands-on approach—as guests interacted with the various stations designed to educate them on hair repair science through real-life application, they experienced firsthand how the product works in their hair.

One unique feature of the pop-up was the FitSkin hair scanning station. Attendees could have their hair scanned to assess damage and receive personalized recommendations, creating a deep, engaging interaction that felt uniquely tailored. Additionally, a before-and-after wall showcased real hair transformations achieved with Olaplex No. 3 Plus, allowing guests to physically experience the change in texture and health.

Engaging Activities and Memorable Moments

The Olaplex Lab truly emphasized education through experience. For example, an interactive game—designed in the spirit of the classic Pac-Man—allowed visitors to learn about the attributes of Olaplex No. 3 Plus in an entertaining format. Other stations included magnified viewing settings, where guests could closely observe the mechanics of hair repair at a micro level.

Upon entering, each visitor was equipped with custom lab glasses to fully immerse them in the lab environment. A designated photo area featuring a gigantic replica of the Olaplex No. 3 Plus bottle was a highlight, crafted to encourage social media sharing and create buzz online. The entryway was designed to evoke curiosity and draw attention with its distinctive branding.

As a part of their visit, guests left with curated giveaway bags of Olaplex products, and the first 150 attendees each day received special premium gifts, triggering excitement and long queues. The pop-up boasted remarkable attendance figures, welcoming 881 visitors on the first consumer day and a surging 1,251 on the second day, a staggering increase of 42%.

A Successful Collaboration

Pop Up Mob managed the project from concept development to execution, taking charge of strategy, design, staffing, and logistics. Co-founder Ana Corina Pelucarte expressed how each component was purposefully created to facilitate understanding of the product through direct experience.

"Olaplex is a brand built on science, so the pop-up had to do more than look the part," Pelucarte emphasized. Pop Up Mob, recognized as one of the fastest-growing agencies by Adweek and making Event Marketer's Top 100 Event Agencies, has executed over 250 diverse activations across various industries, making them leaders in experiential marketing. The Olaplex Lab is yet another feather in their cap, proving the power of immersive, interactive experiences in today’s marketplace.

From its launch at a previous New York Fashion Week event to this engaging laboratory experience, Olaplex continues to solidify its position as a brand that values science in beauty and customer engagement. As the beauty landscape evolves, such innovative concepts are essential in creating lasting impressions and connections with consumers.

Overall, the Olaplex Lab is a testimony to the strength of experiential marketing, highlighting how brands can effectively showcase their products through engaging and memorable customer experiences.