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By
AFP-Relaxnews
Published
Nov 5, 2018
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Maison Margiela Fragrances sets up shop in LA for the holidays

By
AFP-Relaxnews
Published
Nov 5, 2018

Maison Margiela Fragrances is celebrating the holiday season with a sweet-smelling pop-up store.


The luxury beauty brand, which is part of the L'Oreal Group, has set up shop in Los Angeles' Westfield Century City mall, where it will remain open through December 31.

The temporary 'Replica' boutique will carry the label's entire 10-piece perfume series, in addition to offering shoppers the chance to personalize their purchases, reports WWD. These options include custom gift-wrapping, label personalization, and the opportunity to use a personal photo to create a unique fragrance pouch.

"The [pop-ups] that work the best are the ones that have a very specific point of view, an experience that is new and different," Alexandre Choueiri, president of L'Oréal's international designer collections in the US, told WWD of the new project. "The ones that get lost in the crowd are pop-ups where we expect the consumers to go and stand in a line while they will have the same services and products they might have in a department store nearby."

Beauty pop-ups are definitely having a moment right now: major brands to have already indulged in the concept of the temporary boutique so far this year include YSL Beauty, which opened up a 'YSL Beauty Hotel' in New York for two days back in September, as well as Rihanna's Fenty Beauty brand, which unveiled its first-ever pop-up store this summer, setting up shop in three different New York locations over three days. Kim Kardashian also selected the Westfield Century City mall as the location of her KKW Beauty pop-up store back in June.
 

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