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Beauty and fragrance brands increasingly embrace experiential pop-up locations to enhance their product launches, creating immersive experiences tailored for social media sharing. Rabanne is the latest brand to take on this bold approach.
In addition, Rabanne is set to make a splash during Paris Fashion Week by opening its exclusive ‘Million Gold’ pop-up. This immersive experience will coincide with the launch of two highly anticipated fragrances: ‘Million Gold’ and ‘Million Gold For Her.’
While the exact location remains a closely guarded secret, it’s confirmed to be situated directly across from the iconic Printemps Haussmann department store. The pop-up will be open from September 27th to 29th, offering visitors a unique opportunity to discover the new scents and immerse themselves in Rabanne.
Furthermore, Rabanne’s ‘Million Gold’ pop-up welcomes visitors with a striking golden runway and interactive fragrance experience. The first room showcases the iconic ‘XL Link’ and offers guests the chance to discover the new Million Gold fragrances.
“This experience offers visitors a chance to step into the shoes of the brand’s ambassadors, even if only for a moment,” Rabanne promised. The ambassadors, including international supermodel Gigi Hadid and rising Gen Z icon Moses Sumney, brought their star power to the campaign.
In the second room of Rabanne’s ‘Million Gold’ pop-up, you can step behind the scenes and feel like a star. Enjoy a glamorous makeover inspired by the golden theme of the fragrance line. As a grand finale, you’ll get to strut your stuff down a golden runway, just like a model in a Rabanne campaign. A camera will capture your every move, and you’ll receive the video on your phone, ready to share and show off to your friends.
Not only that, to experience Rabanne’s ‘Million Gold’ pop-up, visitors must register in advance through a dedicated platform. September 26th is reserved for TikTok content creators, ensuring the event reaches a broad digital audience.
Rabanne’s pop-up is part of a growing trend among luxury beauty brands. Nars recently opened a pop-up at the Hôtel d’Évreux to celebrate its 30th anniversary and launch a new lipstick collection.
Moreover, luxury beauty brands have embraced pop-up experiences to create buzz around new product launches. Earlier this year, Nina Ricci transformed La Canopée des Halles into the “Nina Illusion Café” to celebrate their “Nina Illusion” fragrance. In the same month, Yves Saint Laurent Beauté opened a temporary space in Paris’ 11th arrondissement to showcase their “YSL Loveshine” lipstick collection.
Besides, The Ordinary, a brand owned by Estée Lauder, also joined the trend with a hugely successful pop-up in June. The Parisian pop-up attracted a massive crowd and was packed with visitors for three consecutive days.
Rabanne’s pop-up is designed to be shared. With its Instagram-worthy elements and the opportunity to create shareable content, it’s the perfect place to capture your moment and connect with other fragrance lovers.
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