Procter & Gamble's LookFab Studio Pops Up on Bloor Street

Procter & Gamble opted for a larger space and longer hours for their second LookFab pop-up studio on Bloor Street West, which opened this afternoon. The company's annual spring marketing program offers free one-on-one beauty consultations to the public utilizing its beauty brands, including Cover Girl, Pantene, Olay, and Crest. "It's not so much a place to get a makeover, it's a place to get tips and personalized shopping lists you can take home with you," said Pamela Baillie, an external relations manager at Procter & Gamble Beauty Canada.Located in the long street-level space Chanel occupied when undergoing boutique renovations last year, the LookFab studio is decorated in shades of pink and chocolate brown, with white beauty stations and perforated space dividers. "The decor is much more intimate this year," Baillie said. "It's very feminine and gets lots of sunlight." Also new this year, the pop-up is open for 15 days instead of 30, with extended hours on evenings and weekends. Local stylists and makeup artists from the Greater Toronto Area are on hand to work at LookFab (although celebrity makeup artist Paul Venoit won't be returning this year), and guests receive product samples and copies of Procter & Gamble's beauty magazine Rouge.