Burt’s Bees partnered with Graffiti Life and The Dirty Fingers Club to create the takeover, which is taking place over three days until 29 June.
Visitors to the installation will be encouraged to take a photo and share it on Instagram tagging @BurtsBeesUK and #BeATrueForceOfNature to receive a full sized Tinted Lip Balm and participate in a competition to win one of four £250 glamping experiences with Canopy & Stars.
The American personal care products company described the activation as “a jungle of blooming flowers and abundant plants” which surround a street art waterfall, providing a visual representation of the natural credentials of the Tinted Lip Balms.
This is not the first time Burt’s Bees hosts a pop-up event in Covent Garden, in fact the brand has frequently embraced the pop-up format to promote several ranges across London over the past few years. Only a few months ago, it opened a three-week pop-up in Covent Garden to celebrate its new colour cosmetics range.
With more and more consumers shifting towards natural cosmetics, Burt’s Bees is increasingly interested in showing its eco credentials with new products that are made using natural ingredients.