Color Wow brings Dream Coat to Covent Garden for weekend pop-up
Color Wow is bringing Dream Coat to Covent Garden Piazza for a two-day pop-up on 3 and 4 October 2026, combining interactive product education with a giveaway of 14,000 travel-size samples.
The London activation will introduce visitors to the science behind the anti-frizz spray and its signature glossy, glass-like finish through a series of interactive experiences. A chrome-finished kiosk, illuminated product shelving and digital displays form the installation’s design, translating Dream Coat’s silver packaging into a physical setting. The pop up will have 7,000 travel-size products available each day, while stocks last to enable visitors to sample to their hearts’ content. Visitors will be able to take the formula home to try it within their own styling routine, extending the experience beyond the Piazza.
Activated by heat during blow-drying, Dream Coat creates a lightweight coating around each strand to help keep humidity out and protect against frizz. The formula delivers a smooth, high-shine finish without weighing hair down or leaving a heavy, sticky residue.
Founded by Gail Federici in 2013, Color Wow is now part of L’Oréal’s Professional Products Division following the completion of its acquisition in September 2025. With distribution spanning salons, specialist retailers and e-commerce, the brand’s Covent Garden event brings one of its established hero products directly to the public.
The Dream Coat pop-up will open at Covent Garden Piazza from 12 noon to 6pm on Saturday 3 October and from 11am to 5pm on Sunday 4 October.
Color Wow is bringing Dream Coat to Covent Garden Piazza for a two-day pop-up on 3 and 4 October 2026, combining interactive product education with a giveaway of 14,000 travel-size samples.