THE WHAT? SkinCeuticals is touring the US with a dedicated Treatment Truck, starting in New York City to coincide with New York Fashion Week. The L’Oréal-owned brand will kick off its tour with two stops in Manhattan with further stops to be scheduled in Chicago, Washington and LA, among others, in due course.

THE DETAILS The brand’s first experiential activation is designed to give guests a preview of its SkinLabs stores, WWD reports. Visitors to the truck will be able to enjoy skin consultations, complimentary treatments and samples.

THE WHY? Amy Sloan, Head of Business Strategy and Growth, told WWD, “We want to educate consumers on the importance of pairing treatments and skin care because that’s what gives an optimal result.”