Patrick Ta Beauty is launching its first-ever, pop-up truck in Los Angeles, dubbed #MajorTakeover in honour of the Major Volume Mascara launch. The truck will be in four locations across the Los Angeles area from September 9th, 2021 – to September 12th, 2021 including Abbot Kinney, Fairfax, Glendale and Melrose.
Photo – Patrick Ta Beauty archive ©
The launch of the Major Volume Mascara is the brand’s first mascara and a continuation into building out the brand’s eye category. Major Volume is a dramatically volumizing and lengthening mascara that mimics the look of individual false lashes.
The mascara’s unique polymer and wax blend allows for the highest level of pigment load, resulting in the deepest, blackest-of-black intensity. The glossy formula effortlessly coats each lash and sets to a patent-leather shine. The unique double-cut brush combs through and coats each individual lash with the formula through from root to tip, elongating each lash and creating incredible length and definition.
#MajorTakeover will be the brand’s first, consumer-facing activation in Los Angeles. The truck will not only highlight the newly launched mascara but will also sell limited-edition Patrick Ta merchandise alongside a variety of bestsellers from the brand.
“I’m so excited that we are able to offer this truck to our consumers and followers! We are always looking for ways to engage with our audience and this felt so natural with the Major Volume Mascara launch. I’ve wanted to create branded merchandise for as long as I can remember and I can’t wait for you all to see it at the truck!” – Patrick Ta, Co-Founder Patrick Ta Beauty
“I cannot wait for this truck! We love our consumers and know so many of them are based in Los Angeles so it was the perfect location for this pop-up. We want everyone to feel as though they are a part of the brand, so we look forward to welcoming everyone at one of our four locations throughout the Los Angeles area.” – Rima Minasyan, Co-Founder Patrick Ta Beauty.
#MajorTakeover will be at the following locations:
September 9, 2021: Fairfax
September 10, 2021: Abbot Kinney
September 11, 2021: Glendale
September 12, 2021: Melrose Trading Post
