Iconic Californian fragrance brand Giorgio of Beverly Hills opened a one-day pop-up-shop in Paris to promote Chic, its new collectors’ edition of the fragrance.
The shop was in the Imprimerie (print shop), in the 4th arrondissement and featured a frontage decorated in the yellow and white stripes of the brand and an all-white interior decorated in stripes of yellow, white and black.
Since its launch in 1981, Giorgio has released two collectors’ editions - Blanche and Rodeo Drive. The Chic version, which features a yellow bow around the neck of the bottle, will go on sale in April and ’breaks the code’ of the brand’s usual look by having bold black and white striped packaging rather than the usual yellow.
A latest ambassador for the brand was also present, in the shape of Emmy award winner Julianne Hough, known in the US for her appearances on TV show Dancing With The Stars, on which she was both a professional dancer and a judge.
The shop was open from 11.00am till 7.00pm and featured scent studios, scent discoveries, a retrospective of the brand and the opportunity to meet Hough in person.
Visitors were able to obtain box sets of the fragrance, along with a miniature version and body lotion, while colour-coded snacks of black-and-white candy canes and yellow and white sweets were on offer.
The brand is not planning to open any more pop-up shops in France, company representatives told Cosmetics Business, nor is any advertising campaign planned for the fragrance, which will be available in the selective distribution channel.
