FRANCE. L’Oréal Travel Retail Europe, Middle East, Africa & India has unveiled a dedicated pop-up at Paris Charles de Gaulle Airport for the latest Mugler fragrance, Angel Elixir. The brand experience, located at Terminal 2F, opened to the public on 14 April and will remain in place until mid-June.
The brand visuals on surrounding media touchpoints capture the interest of travellers, prompting them to enter the pop-up through the ‘Mugler Stargate’. This entrance, L’Oréal noted, is “the luminous gateway leading you into a realm of imagination and inspiration that only Mugler can provide.”
Upon entering the “starry” space, travellers are offered a Mugler bracelet pre-sprayed with Angel Elixir. The scent is the latest addition to Mugler’s Angel line, and its campaign film features actress and model Hunter Schafer.
The notes of the fragrance have three facets: ‘magnetic’ – metallic notes of pink peppers; ‘out-of-this-world’ – milky floral bouquet of jasmine petals co-distilled with sandalwood; and ‘metamorphosis’ – vanilla layered with amber.
Once inside, the staff accompanies shoppers to the podium where the multi-sensory experience is heightened through storytelling, olfaction and augmented reality (AR). Beauty advisors are also at hand to enhance the shoppers’ retailtainment experience.
The AR setup allows visitors to metamorphose into a galaxy of stars and take a snapshot for their social media channels. A star-shaped optical fibre installation calls attention to its pedestal, which upon closer inspection shoots a spray of the Elixir, followed by a contained sound shower that rounds out the stimulating experience. On making a purchase, customers are gifted a Mugler phone case that is exclusive to this pop-up.
In addition to Angel Elixir, the pop-up also features Angel Eau de Parfum, and both lines are available in different sizes – from 10ml travel sprays arranged in a 3D printed holder, to the 100ml star-shaped bottle. The 100ml refill bottle is also stocked, reflecting the brand’s commitment to sustainability. This assortment is organised on a platform with a transparent di-chronic film, with a nebula in the backdrop, adding a metallic element to the brand space. ✈
