Glossier, the skincare and beauty brand that appeals to Millennials and Gen Z alike, recently announced the launch of pop-up fragrance shops in Nordstrom Stores to showcase its new 'Glossier You' fragrance.
The pop-up fragrance shops will run until February 16, 2020, and will be located in the Nordstrom flagship location in New York and other stores in Seattle, Chicago, Dallas, Houston, Washington, D.C. and Santa Anita, California. This in-person activation will allow Glossier to reach more customers and showcase the brand's newest scent.
"Fragrance is an extremely personal category — one that people understandably prefer to discover in person — and department stores are the largest channel for fragrance, making up nearly a quarter of all U.S. fragrance sales," said Emily Weiss the Glossier Founder & CEO of Glossier.
Perfume Pop-Up Activations
Glossier Launched Pop-up Fragrance Shops in Nordstrom Stores
Trend Themes
1. Pop-up Fragrance Shops - Creating pop-up fragrance shops allows brands to reach more customers and provide an in-person experience to showcase their new scents.
2. Millennial and Gen Z Skincare - Skincare brands that appeal to Millennials and Gen Z have an opportunity to tap into this market segment and offer innovative products and experiences.
3. In-person Activation Experiences - Brands can capitalize on the preference for discovering fragrance in person by creating in-person activation experiences that allow customers to interact with their products.
Industry Implications
1. Fragrance - The fragrance industry can benefit from pop-up fragrance shops that provide a unique and personalized way for customers to discover and experience new scents.
2. Skincare - Skincare brands targeting Millennials and Gen Z have an opportunity to disrupt the industry by offering innovative products and marketing strategies that resonate with these demographics.
3. Retail - Retailers can leverage the trend of in-person activation experiences to attract customers to physical stores and differentiate themselves from online retailers.