Phlur is hosting a cherry-themed bar pop-up in collaboration with Space NK to raise awareness of its “biggest” launch this year – and connect with fans on a “more meaningful level”.
The three-day activation in London, UK, will spotlight the indie fragrance brand’s latest scent, Cherry Stem Eau de Parfum, launching into the UK beauty retail chain.
The “sultry bar” experience promises a “sensorial journey” designed to capture the fragrance’s spirit, and taps into consumers' current obsession with cherries.
“Cherry Stem felt like the perfect fragrance to spotlight because it captures a more daring, playful side of Phlur,” Chriselle Lim, Creative Director of Phlur, told Cosmetics Business.
“It is a dark, woody take on cherry and brings something entirely new to our portfolio of scents.
“We wanted to give it a launch moment that reflects its bold spirit.
“Cherry Stem Eau De Parfum was inspired by flirtation – the crossing of legs, lingering eye contact – and we always imagined this taking place across a sultry bar.
“The pop-up will transport you to
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