The devil works hard, but pop-up retails works harder. A mere few days after our recent summer roundup, another stream of exciting brand outings hit the scene. 79% of surveyed consumers purchased products while visiting a pop-up store, showing the purchase-driving power of these experiential enterprises. Given the excitement of rediscovering retail, not to mention a need for some lighthearted distraction amidst such turbulent political times, BeautyMatter took a look behind the scenes of the installations giving new meaning to the term “retail therapy.”
French beauty goes to the Hamptons. Conceptualized by Dior’s Creative Director Maria Grazia Chiuri, the house installed a Dioriviera boutique and initiated a spa takeover (the brand’s first stateside activation of this type) at Gurney’s Montauk Resort. According to WWD, it’s also the first time a US hotel is housing a joint fashion and beauty business. The beauty-specific segment of the pop-up entails two body and three facial treatments incorporating Dior’s Prestige and L’Or de Vie ranges, available at the resort’s Seawater Spa, which has been fittingly decorated with Dior printed furniture.
The beauty tech brand set up (temporary) shop at iconic Parisian department store Galeries Lafayette with a podium entitled “The Unlimited Experience.” The booth presented the latest launch, Luna 3 plus, which incorporates the company’s patented T-Sonic Pulsations technology, micro-currents, and thermotherapy. Visitors were also offered an individual skin-type analysis with skincare recommendations.
Fable & Mane
Given Fable & Mane’s Ayurvedic inspiration, a tribute to the railways of its country of origin is a fitting choice for the wellness and hair brand’s pop-up installation (and first brick-and-mortar retail presence) at Selfridges. The space, named the “Mane Train,” features a train booth consultation space, complete with a “ring for massage” bell that initiates a conversation with the Conductor and Mane Team to educate consumers on how to best use the brand’s hair oil for a scalp massage. Other activities include receiving a personalized hair ritual and a chance to win products via whimsical “scratch and win” cards.
Éditions de Parfums Frédéric Malle
The luxury fragrance house presents its latest fragrance, Uncut Gem, an amber-heavy floral musk fragrance for men by perfumer Maurice Roucel, in an exhibit entitled “Le Vestiaire de Monsieur.” As the word “vestiaire” translates to wardrobe, the brand decided to showcase the existing lineup of the six men’s fragrances in its portfolio, as well as a preview of Uncut Gem, which is due for release in September. Alongside each perfume will be the colors and images they activate in Frederic Malle’s mind, who speaks of using a synaesthesia approach to fragrance.
The London department store is bringing together the two enjoyable states of being with the Sex + Sleep series at the The Corner Shop. The activation consists of a permanent Feel Good Bar, offering over 250 wellness products, plus a JENKI matcha bar. Customers can also book acupuncture treatments provided by Pricc and hypnotherapy sessions with House of Wellbeing. Selfridges’ The Cinema space has now been converted into a power nap and guided meditation space, offering not just a comfortable space to recede from shopping madness but a scentscape by anatomē and audio hypnotherapy by House of Wellbeing package.
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