Phlur, the indie fragrance brand, is partnering with Space NK on a UK pop-up to “build” hype around its Heavy Cream franchise in the run-up to Christmas.
The Phlur Holiday Market activation will take place in London from 13 to 15 November to promote the brand’s new Heavy Cream Eau de Parfum and Heavy Cream Body Butter, alongside Space NK exclusive Cashmere Frost Hair & Body Mist.
Visitors will be immersed in Phlur’s “world of fragrance” via curated Discovery Sets, complimentary brand-themed hot chocolate and a chance to win a limited-edition custom Phlur x Space NK travel mug.
“We were inspired to create this pop-up by the immersive worlds we build around each of our fragrances,” Lysis Bourget-Vennin, Head of Marketing EMEA, Phlur, told Cosmetics Business.
“A fragrance is meant to transport you and be multisensorial, taking you straight back to a memory or a moment, and we wanted to bring people into that world beyond our digital expression.
“We loved the idea of creating a space where people could find a new favourite scent, try our latest launches and get into the holiday spirit.
“Our main KPI is continuing to build brand love with the Space NK consumer, as well as growing our brand awareness in the market.”
Phlur said it has partnered with Ulta Beauty-owned Space NK team for the activation due to their
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