However, brand will continue to focus on selective distribution channels
Elizabeth Arden is due to open its first-ever pop-up store in France, at the Galerie Passy Plaza in Paris’s 16th arrondissement on 15 September.
The 80sqm store is designed in the style of a New York loft and is inspired by the brand's Red Door Spa in Union Square. Designed by the Leonard El Zein agency, it features high ceilings and large windows alongside luxurious materials with a matte finish such as polished concrete floors, modern furniture with vintage accents and driftwood.
Five ‘universes’ are on offer in the store including a Skincare Bar, Makeup Bar, Oxygen Beauty Blast – which uses a jet of oxygen to stimulate the deep cell layers of facial skin – Color Match Maker and products never before sold in France, including the Prevage line. Four beauty consultants are on hand to help customers make their choice.
A rendering of Arden's first French pop-up
“France is one of the leading markets for the beauty industry,” Renaldo Payet, Brand Manager for Elizabeth Arden France, told Cosmetic Business. “As we are currently unveiling our new brand philosophy, breakthrough innovations and new brand ambassador across the world, we felt it was the time for France to do something special and that is the reason why we chose to open our first ever pop-up store in one of the chicest galleries in Paris.
“The Passy Plaza is a place to be for the sophisticated, chic French woman and we think the affinity with our new brand philosophy is very strong.” However, the company has no more plans for further pop-up shops, Payet revealed. “Selective distribution – Sephora, Nocibe, Marionnaud and the department stores Le Bon Marché, Galeries Lafayette and Printemps – remains our first channel and we want to grow the brand there,” he said.