By Craig Patterson
The CONCEPT pop-up space at Toronto’s Yorkdale Shopping Centre now
houses a unique retail initiative unlike anything seen in Canada to date.
The “Yorkdale Concept 0.6 x Flawless by Friday” female founder’s market
includes more than 50 innovative Canadian businesses that will cycle on a
rotation, curated by Canadian skin care brand Flawless by Friday, which is
launching its very first makeup line and will remain on-site throughout the
activation that operates until July 31.
As part of the almost two-month installation, four, two-week themes will
highlight a mix of female founded brands with product demos, talks,
consultations, food, music, and art. The four themes include:
• Babes Who Beach: June 7th -19th (now finished),
• Sun’s Out , Mom’s Out: June 20th – July 3rd
• Summer Self Lovin: July 4th – 17th, and
• Werk It : July 18th – 31st , 2018.
Themes were created in order to organize the more than 50 businesses that
will be contained in the space, says Brittny Robins, founder and CEO of
Flawless by Friday. Her beauty brand, which launched in 2015 and is
backed by retail veteran Bonnie Brooks, is showcasing the new makeup line
with digital try-on technology at their ‘Flawless by 15 Beauty Bar’,
exclusively at CONCEPT.
“It is important to me that we constantly innovate and evolve,” said Ms.
Robins. “We truly believe in the brands that are a part of this concept. We
wanted to give these incredible female entrepreneurs a platform in order to
show their products and get noticed.”
The atmosphere is upbeat and the newest inception has some tremendous
vendors ranging from fashion to food to even cactus plants. One notable
new vendor is KyKy Kookies by health guru Kyla Ford. Ms. Ford started her
business in April of this year and already, business is booming and she says
some are even coming into CONCEPT based on Instagram
posts mentioning her new temporary shop.
The Flawless in 15 Fast Beauty Bar features a range of new makeup
products, marking Flawless by Friday’s first foray into this field of the
beauty industry. Ms. Robins, who is a certified makeup artist and
beautician by trade, explained how the bar’s goal is all about the
experience, which includes efficiency —a process that could take up to an
hour has been reduced to just 15 minutes at the new Fast Beauty Bar.
Visitors are first greeted with a digital experience, which allows them to see
exactly what the makeup will look like on their face prior to getting it done.
That’s followed by an in-person makeup application. The beauty bar is said
to be inspired by a library and focused on the educational process in
cosmetics, and features a bookshelf called the "Flawless Library."
Four beauty chairs are available at the Beauty Bar, with makeup artists
available to create one of four looks that takes just 15 minutes or less, for
$30. There’s also a "5 minute freshen up" for $15 for customers that are in
even more of a hurry. As well, there’s the option of getting a
classic Flawless by Friday skincare treatment (hydrogel face or eye mask)
prior to the makeup application appointment.
“Our skincare simplifies what can be a complex process, and we wanted our
cosmetics line to do the same,” said Ms. Robins, “We want people to feel
their best in just a few minutes, offering them a gorgeous look in a very
short amount of time and at an affordable price,” she said.
YORKDALE SHOPPING CENTRE CONCEPT X FLAWLESS BY FRIDAY
The four makeup ‘looks’ are called: “Natural Knockout, Glow
Getter, Smoke Show and Modern Marilyn”, and these are said to
be suitable for all skin types and tones. Each look includes foundation,
concealer, primer, matte and glossy lipstick duo, upper and lower lash
mascara, double-ended brushes (numbered for clarity), as well as brow gel
and false lashes.
In all, 22 new Flawless by Friday makeup products launched both in
CONCEPT as well as online – including eye and face palettes, lipsticks,
lashes, and brushes. More products from the new line will continue to roll
out over the course of the next six months. Flawless by Friday explains it as
being “centred around bringing a customized paint by numbers experience
to the makeup application process”.
"Not only are we thrilled about our new launches," said Ms. Robins, "but
we are particularly excited to be able to give back to female entrepreneurs
who are in need of important exposure in order to grow their businesses.
My ultimate goal is to create a community where us entrepreneurs can
share knowledge and help each other." To that end, Flawless by Friday will
also be donating a portion of the proceeds to fund female-founded
businesses in developing countries through Opportunity International.
CONCEPT launched in the spring of 2017 and was a first for Canada — the
purpose-built 3,600 square foot permanent space was created by landlord
Oxford Properties, in partnership with design firm figure3, to house
activations that can include one or multiple businesses. A range of pop-up
concepts have been housed at CONCEPT since then, ranging from food,
fashion, tattoos, and even an installation for Sunwing Vacations. The
“Yorkdale Concept 0.6 x Flawless by Friday” runs until July 31, and more
details can be found at: https://yorkdale.com/stores/concept-x-flawlessfriday.