An Interactive Pop-Up Will Promote the New Perfume 'Glossier You'
Ellen Smith — November 6, 2017 — Marketing
References: architecturaldigest & hypebae
In an effort to promote the release of its first fragrance, Glossier is opening a concept store dedicated to its new perfume, 'Glossier You.'
The space's interior will embody the musky and luxurious scent, while offering guests an interactive playing field to engage with the product in a "weird and unexpectedly luxurious way.” Through the use of interactive mirrors, guests of the space will be able to engage in an "offline experience" with the brand that's both informative and technologically focused. The space is set to elicit an experience from all five senses, enabling the consumer to make a connection with the perfume prior to purchasing it.
The space is filled with Glossier's instantly recognizable branding, including lush pink carpets and magenta drapery and furniture.
The space's interior will embody the musky and luxurious scent, while offering guests an interactive playing field to engage with the product in a "weird and unexpectedly luxurious way.” Through the use of interactive mirrors, guests of the space will be able to engage in an "offline experience" with the brand that's both informative and technologically focused. The space is set to elicit an experience from all five senses, enabling the consumer to make a connection with the perfume prior to purchasing it.
The space is filled with Glossier's instantly recognizable branding, including lush pink carpets and magenta drapery and furniture.
Trend Themes
1. Interactive Concept Spaces - Creating interactive concept spaces can provide a unique and immersive brand experience for consumers.
2. Technologically-focused Experiences - Incorporating technology into experiential marketing can engage consumers in an innovative and memorable way.
3. Multi-sensory Brand Connections - Designing spaces that engage all five senses can deepen the consumer's connection with the brand and its products.
Industry Implications
1. Retail - Retailers can utilize interactive concept spaces to enhance the in-store shopping experience and differentiate themselves from competitors.
2. Cosmetics - Cosmetic brands can leverage technologically-focused experiences to attract and engage tech-savvy consumers and create a strong brand presence.
3. Experiential Marketing - Experiential marketing agencies can specialize in creating multi-sensory brand connections through immersive concept spaces to help brands stand out in the crowded market.
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