×
43 013
Fashion Jobs
ALICE AND OLIVIA
Sales Supervisor - Town Center at Boca Raton
Permanent · Boca Raton
TIFFANY & CO
Coordinator, Human Resources
Permanent · New York
ROSS STORES
District Manager
Permanent · San Diego
ESTÉE LAUDER
Retail Beauty Sales Manager - Estee Lauder - (Henry Town) - Mcdonough, ga
Permanent · McDonough
BOBBI BROWN
Manager, Marketing - jo Malone London & Editions de Parfum Frédéric Malle, Travel Retail Worldwide
Permanent · New York
OLD NAVY
Loss Prevention Agent - Four Flaggs
Permanent · Niles
OLD NAVY
Unassigned Assistant Manager, Merchandising - The Plaza at Citrus Park
Permanent · Tampa
OLD NAVY
Assistant Manager, Customer Operations - Towne Ctr @ Laurel
Permanent · Laurel
OLD NAVY
Assistant Manager, Customer Operations - Memorial City Mall
Permanent · Houston
OLD NAVY
Assistant Manager, Merchandising - Freeport Vlg Station
Permanent · Freeport
OLD NAVY
Assistant Manager, Merchandising - sf Premium Outlet
Permanent · Livermore
OLD NAVY
Assistant Manager, Customer Operations - Arrowhead Crossing
Permanent · Peoria
OLD NAVY
Assistant Manager, Merchandising - Vintage Oaks
Permanent · Novato
OLD NAVY
Assistant Manager, Merchandising - Marketplace @ Hamden
Permanent · Hamden
OLD NAVY
Assistant Manager, Customer Operations - Lancaster Tanger
Permanent · Lancaster
OLD NAVY
Assistant Manager, Product Operations - Market at Birdcage
Permanent · Citrus Heights
OLD NAVY
Assistant Manager, Merchandising - Poyner Place
Permanent · Raleigh
OLD NAVY
Assistant Manager, Customer Operations - Holly Springs Towne Center
Permanent · Holly Springs
OLD NAVY
Assistant Manager, Customer Operations - Market at Birdcage
Permanent · Citrus Heights
OLD NAVY
Assistant Manager, Customer Operations - Lycoming Mall
Permanent · Pennsdale
OLD NAVY
Assistant Manager, Merchandising - Downtown Crossing
Permanent · Boston
OLD NAVY
Assistant Manager, Customer Operations - Daytona Beach Tanger
Permanent · Daytona Beach

Big beauty brands make fragrance pop-ups a trend

Translated by
Benjamin Fitzgerald
Published
today Jan 3, 2018
Reading time
access_time 2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Terminal 2 at London Heathrow international airport, the heart of Europe's busiest airport, is currently home to a 20-square-metre Yves Saint Laurent Beauté pop-up store. As reported by FashionNetwork.com earlier this week, the new space is dedicated to just three products: the Black Opium and Y fragrances, and the lip stain, Tatouage Couture.

The YSL Beauté space at London Heathrow airport


From virtual tutorials to augmented reality, the new YSL space focuses on the 'customer experience'. It is the latest in a series of big name beauty brand pop-ups with a micro-focus on new products or bestsellers, a trend that skips over increasingly struggling conventional beauty retail formats and their typical overabundance of product.

In November and December, LVMH-owned Bulgari opened a perfume pop-up inside Paris' Roissy Charles-de-Gaulle airport, in terminal 2.

However, brands aren't just investing in high-earning travel retail venues. They are popping up in city centres too. Running until January 27, L’Oréal (also the owner of 'Yves Saint Laurent Beauté) has launched a 200-metre Paris pop-up store for its La Vie Est Belle, the best-selling fragrance from Lancôme. Launched in 2012, the fragrance is reportedly purchased every five seconds globally. Located at 14 de la rue Royale, this new store takes visitors on a olfactory journey and offers a service for personalising fragrance bottles. 

The La Vie Est Belle boutique in Paris - DR


Back in October, Tiffany & Co. opened a pop-up store showcasing its new fragrance. Inside the space located at 21 rue du Bourg-Tibourg in Paris' Marais district, the New York jeweller offered visitors a fully immersive experience of its signature scent. Dior also created a similar set up in 2016 with a pop-up at 326 rue Saint-Honoré, in Paris' first arrondissement, offering fragrances exclusive to its 'La Collection Privée Christian Dior' collection.

But brands are offering more than just perfume at niche pop-up spaces. More main-stream cosmetics brands such as Nuxe, and more recently, Dove in 2016, have also tried the pop-up store format, offering customers a new experience in the process.

Copyright © 2019 FashionNetwork.com All rights reserved.