A Lunchtime Trek to the Tarte X TrüFrü Popup

One thing about me, I love a pop-up. I will wait in line for genuinely anything, especially if there’s something free. So when I heard about the Tarte X TrüFrü popup event, I knew I had to be there.

I am always looking at marketing trends, and one of my current favorites is the inclusion of food within visuals. From Rhode Beauty’s editorial-style promotional pictures for the launch of their tinted peptide lip treatments to Loewe carving their logo into vegetables, I’m obsessed with seeing how two seemingly different brands can come together in creative ways. 

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The event was adjacent to Herald Square, which initially confused me, but once I spotted the human-sized concealer in the distance, I knew where to go. At the popup, Tarte team members handed out makeup products and sweets, and there was also an opportunity to meet Maureen Kelly, the CEO and Founder of Tarte.

The line was around 150 people long when I joined, but it moved fairly quickly. The biggest win? During our 20 minute wait in line, we were only asked “What are you in line for?” twice, and received just a few judging stares.

Our earnings from the afternoon included a Marajura Juicy Lip Oil in the shade “cinnamon,” 4 packs of raspberry dark chocolate TrüFrüs, and a Maracuja Juicy Lip Balm from the Tarte Cherry Crush Collection.

Truthfully, I can’t stop re-applying the Marajura Juicy Lip Oil, so I have to say the line was worth it. The TrüFrü ‘Cherry Crush’—a dark chocolate coated cherry—will be available at Target on May 4th, so be sure to mark your calendars. I know I’ll be ready.