Why We Love the Summer Fridays Pop-Up
A perfect way to start the summer on a Friday— Summer Fridays, the beauty brand best known for its cult-favorite lip balms, hosted a beautifully on-brand pop-up in the heart of SoHo, New York City, to launch its new Pink Guava Butter Balm.
Photo Creds @tillyjoannn
Filled with summer favorites, the pop-up invited guests and passersby to enjoy free popsicles, drinks, and a playful assortment of Swedish candy from NYC favorite @lil.sweet.treat, along with other exclusive freebies.
The inclusion of Swedish candy is no coincidence—what was once a niche treat is quickly becoming a US obsession. With its cleaner flavors, Swedish candy has carved out a cult following among Gen Z, Millennials and beyond who are craving more than just sugary nostalgia. Curated candy shops and TikTok hauls have accelerated the trend, turning foreign sweets into fashionable snacking moments.
For brands like Summer Fridays, tapping into micro-trends like this does more than just sweeten the experience—it creates shareable, culturally relevant moments that resonate with their audience. It’s a powerful reminder that community building isn’t just about product drops; it’s about crafting thoughtful, curated touch points that spark joy and bring friends and families together.
These experiences don’t just create personal memories—they embed the brand into those memories, making it a meaningful part of people’s lives.
While pop-ups are a great way for brands to connect with fans IRL, some followers are starting to voice a common frustration: they’re almost always in New York. One Summer Fridays fan commented, “This is really nice—doing this for the fans! Though I wish brands would normalize going to different random states. Almost every pop-up I see is in New York.”
As brands continue to invest in experiential moments, there’s an opportunity to think beyond the coasts and bring these activations to unexpected places.