MACAU, CHINA. Luxury beauty house Guerlain has partnered with DFS Group to launch a perfumery pop-up in DFS Galaxy Macau.
The Parfumerie d’Art activation, which ran throughout May, celebrated Guerlain’s fragrance craftsmanship and heritage with a focus on the newly launched Néroli Plein Sud and Guerlain’s L’Art & La Matière fragrance collection.
Dressed in an elegant gold palette, the pop-up blended fragrance and art. Néroli Plein Sud, the latest addition to the L’Art et La Matière range, is inspired by French author Antoine de Saint Exupéry’s novel Southern Mail and is centred around a Moroccan Neroli note.
The fragrance was showcased via a floor-length digital screen, bringing its Moroccan desert inspirations to life. It was also highlighted via a giant neon-lit bottle silhouette, which served as an ideal photo zone for visitors.
A giant plane was a central design feature at the pop-up, taking inspiration from the adventures of the legendary Antoine de Saint-Exupéry.
Travellers could discover the complete L’Art et La Matière collection, which was available with luxury customisation options.
Customers were also able to personalise their purchases with engraving, bespoke bottle caps and tassels. The Guerlain Bee Bottles and Aqua Allegoria fragrances also featured at the pop-up.
The L’Art de Vivre: Home collection was another fragrance highlight. The range, which comprises candles and scented diffusers, extends Guerlain’s fragrance expertise into home scents.
It was designed to complement the eaux des parfums of the L’Art & La Matière line.
The animation also highlighted Guerlain’s skincare and makeup heroes with a focus on the premium Orchidée Impériale line. Both categories were showcased via a dedicated alcove where guests could enjoy flash makeup and skincare consultations.
To draw attention to the animation space, Guerlain took over a double-height digital screen pillar with the visual campaign for Néroli Plein Sud. It also wrapped the elevator shaft with Guerlain branding.
DFS Group Beauty Global Senior Vice President Amael Blain commented: “Sharing the same passion in crafting memorable shopping experiences, DFS and Guerlain have once again brought to life a remarkable collaboration that showcases unforgettable service and exceptional product assortment.
“We are committed to surprising and delighting our customers, not only at the biggest standalone DFS beauty store in Macau, but also across DFS global network. We are very excited to invite our discerning global customers to discover the world’s finest beauty curation that is nothing short of spectacular.”
“We are thrilled to partner with DFS Group and to bring The Parfumerie d’Art Pop-up store to Macau Galaxy,” added Guerlain Asia Pacific Director, Travel Retail & Local Market Emma Behaeghel.
“This immersive experience allows us to celebrate the launch of Néroli Plein Sud and pay homage to the spirit of adventure that permeates our brand. We invite fragrance enthusiasts and dreamers alike to embark on this sensorial journey.” ✈
