Pop-ups: L’Oréal’s Retail Strategy for Prestige Beauty?

NEW YORK — This is the year of the pop-up for L’Oréal Luxe.
Following a string of four successful U.S. pop-up experiences for YSL Beauty, Giorgio Armani Beauty, Viktor & Rolf and Maison Margiela, the beauty giant is upping the ante on the initiative for the tail end of the year. Second pop-ups for both YSL Beauty and Emporio Armani are gearing up to open their doors here, just in time for the holidays.
While the first series of shopping experiences was open only for brief periods — Viktor & Rolf was the most fleeting at four hours and Emporio Armani the lengthiest at 10 days — YSL Beauty and Emporio Armani are far more ambitious. The former bows on Oct. 27 and the latter the first week of November, and both will remain open through the end of the year.
Not surprisingly, the shops have secured prime real estate in SoHo, said Alex Choueiri, president, international designer collections, L’Oréal Luxe, during an interview at L’Oréal’s U.S. headquarters here last week. They are adjacent to one another on tourist-heavy Broadway, smack in the middle of Spring and Broome Streets and next door to Bloomingdale’s.
Yves Saint Laurent Beauty SoHo, the first of the two to open,

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