By Cara L. Jean-Baptiste
Barbados took centre stage in New York City with a vibrant in-store takeover at Ulta Beauty’s 34th street location last month. The Crop Over Glam Takeover presented by the Barbados Tourism Marketing Inc. in collaboration with Fenty Beauty, JetBlue and Ulta Beauty, gave New Yorkers a taste of the island’s culture.
Under the theme “Let’s Glow to Barbados” the event transformed the store into a high-energy celebration of beauty and Barbadian flair. Fenty Beauty, a company founded by Barbadian icon, Rihanna, served as the official glam partner, guests enjoyed 10-minute makeovers and influencer glam sessions featuring Crop Over inspired looks.
A live DJ and costumed dancers brought the Crop Over vibes to life, along with bold photo ops and branded mirrors designed to capture the attention of attendees and immersed them in the spirit of Barbados. The experience blended music, beauty, and culture to ignite interest in the island’s signature summer festival.
The event also supported BTMI’s We Gathering campaign, a year-long invitation for the Bajan diaspora and global visitors to return home and reconnect. With Crop Over taking place from July 5th – August 5th, the Food and Rum Festival taking place from November 6th to 9th and Run Barbados taking place December 5th to 7th, the island promises an exciting calendar of experiences.
JetBlue brough the travel element to the activation and offered an exclusive fare of $109 USD grom JFK to Barbados and gave away four roundtrip flights to lucky guests throughout the day.
With a strong influencer and media presence from outlets like Essence, Allure and The Zoe report, the pop-up was a resounding success. The event left guests glowing, inside and out, and reaffirmed that Barbados is most definitely a vibe.
