Big beauty brands make fragrance pop-ups a trend

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 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.

Translated by Benjamin Fitzgerald

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