Fenty Beauty takes Pro Filt’r Fluid Flex Foundation on four-city UK tour
Fenty Beauty is taking its latest foundation launch on the road with the Fluid Flex Gym, a touring pop-up designed to introduce consumers to the new Pro Filt’r Fluid Flex Natural Matte Longwear Foundation. The activation opens today, September 4, at the Space NK Beyond Beauty Festival in Covent Garden. It will remain in the capital until September 13 before travelling to Manchester, Birmingham and Liverpool over the coming weeks.
Built around the foundation’s flexible-wear proposition, the gym-inspired concept gives visitors the opportunity to try the formula and receive a personalised shade match from the Fenty Beauty Pro Makeup Artist Team. Guests will also receive a complimentary foundation sample and can choose from three complimentary shakes. Those spending £40 or more in store will receive a mini Fenty Beauty bag.
The tour supports what Fenty Beauty describes as its biggest product launch since the brand entered the market in 2017. Almost three years in development, Pro Filt’r Fluid Flex was created following more than seven years of consumer feedback, with Rihanna returning to the original shade range to refine its undertones and introduce a greater number of neutral options. Rather than extending the existing collection, the brand has developed 50 new shades and positioned the launch as a fresh start for its complexion category. Rihanna has referred to the foundation as a “rebirth” for Fenty Beauty.
At the centre of the formula is the brand’s Fluid Flex Foundation Technology, a smooth, breathable polymer blend designed to move with the skin. It incorporates colour-true longwear pigments intended to resist oxidation, alongside starfruit extract to help control oil and shine throughout the day. The foundation offers medium, buildable coverage with a natural matte, skin-like finish. According to Fenty Beauty, it is also waterproof and designed to withstand sweat, humidity and transfer. Shade matching remains one of the more difficult parts of buying foundation online, particularly when a brand has rebuilt its entire colour range. Bringing the product into city centres allows consumers to compare the new undertones in person and test the texture before committing to a full-size purchase.
The London pop-up runs at Covent Garden Piazza from September 4 to 13, between 11am and 7pm, as part of Space NK’s Beyond Beauty Festival.
The tour will then visit Exchange Square in Manchester on Saturday, September 19; the Bullring on Moor Street in Birmingham on Saturday, September 26; and Paradise Place on Wall Street in Liverpool on Saturday, October 3. The Manchester, Birmingham and Liverpool activations will open from 11am until 6pm.
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation is priced at £35, while the accompanying Pro Filt’r Fluid Flex Foundation Brush costs £39. Both are available from September 4 through Fenty Beauty and its retailers.
Fenty Beauty is taking its latest foundation launch on the road with the Fluid Flex Gym, a touring pop-up designed to introduce consumers to the new Pro Filt’r Fluid Flex Natural Matte Longwear Foundation. The activation opens today, September 4, at the Space NK Beyond Beauty Festival in Covent Garden. It will remain in the capital until September 13 before travelling to Manchester, Birmingham and Liverpool over the coming weeks.