Verb Ghost Oil

Just in time for Halloween, hair-care brand Verb is opening its first pop-up shop in New York to celebrate the one-year anniversary of its Ghost collection.

Opening today, the monthlong shop will be the brand’s entry into stand-alone brick-and-mortar retail. Along with selling the full Ghost collection, which includes shampoo, conditioner, hairspray, dry oil, oil and styling treatment, the pop-up will offer interactive experiences where customers can learn more about the brand and its mission.

“We wanted to create a whole environment curated for the ghost experience,” said Claire Moses, founding member of Verb. “We thought the October time frame is fun and a delicate line to balance between being overtly Halloween and keeping it subtle and on-brand.”

While the brand recently launched on Amazon and is sold in 224 Sephora doors, 60 Urban Outfitters doors, roughly 6,000 U.S. salons and its own e-commerce site, the intent of the pop-up is to immerse new and loyal customers into the brand experience and interact with customers personally through events, including plant terrarium workshops, painting parties where guests can decorate their own bottle of Verb Ghost Dry Oil and a cocktail-making event.

“There’s so much personality coming from the brand and this allows us to express our personality in a different way,” Moses continued. “It’s on-brand with our dot-com strategy and communicating through social media. Hopefully we can continue to do this in limited time frames to tell the story of the brand in a more personal way than we can on the Internet.”

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The brand is also using its pop-up as a way to give back to the community. On its first and last days, Verb is asking customers to trade in unused shampoo and conditioner bottles to be donated to the Lower Eastside Girls Club. In return, customers will receive full-sized bottles of the brand’s Ghost Shampoo and Conditioner.

The pop-up will offer the brand’s entire product lineup, including shampoo, conditioner, masks, styling treatments and dry shampoo all priced at $16 each, as well as merchandise, like bags, T-shirts and pins.

Next, Verb is planning on three product launches early next year, one of which will be exclusive to Sephora and the other two will be new categories.

“We were always trying to bridge the gap between mass market and high-end,” Moses said. “To be able to have an accessible price point is something that in 2011 was our messaging and still is today.”

Open through Oct. 30, the Verb pop-up is located at 136 Eldridge Street.

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