Bobbi Brown is giving the classic NYC newsstand a beauty makeover with “The Prime Times,” a pop-up in the Meatpacking District where visitors can stop by a branded newsstand to discover and sample its Vitamin Enriched Face Base+ (VEFB+) while grabbing a few morning essentials along the way.

Guests can enjoy a free grapefruit-infused Spindrift, a mini croissant in a custom branded pastry bag, a scratch-off card revealing a “Primed For” giveaway, and a mirrored photo moment. Guests can also pick up a VEFB+ sample, with select scratch-off winners receiving the full-size product.

It’s a fun NYC take on the morning beauty ritual, bringing VEFB+ out of the makeup bag and into the everyday moments that get us ready for whatever the day brings.