THE WHAT? Coty-owned Kylie Cosmetics is poised to install an interactive Kylie Jenner Glam Park in London’s Covent Garden to mark the brand’s latest skin care and cosmetics drop.

THE DETAILS Fans of the make-up mogul will be able to enjoy bespoke make-up and skin care consultations at the park, which will be installed in Covent Garden’s Piazza from August 11 to 14^. The park will also feature a virtual reality world to try different looks, a Glam shop in partnership with Boots, interactive games and social media-friendly back drops.

THE WHY? The marketing event is designed to encourage trial of the recently relaunched brand and spread the world via social media.