L’Oréal Travel Retail Europe, Middle East & Africa has unveiled its debut Mugler pop-up, at Paris Charles de Gaulle Terminal 2F.
The installation, in place until mid-June, showcases the brand’s new feminine fragrance, Angel Elixir.
Adorned with Mugler’s iconic star and logo, the activation aims to emulate a celestial portal that invites travellers to explore a “cosmos of creativity”.
The pop-up also features brand visuals fronted by the fragrance face Hunter Schafer.
Visitors to the installation are offered a Mugler bracelet, pre-sprayed with Angel Elixir.
A podium offers a multi-sensory journey of discovery, incorporating olfactive and augmented reality (AR) elements, which allow travellers to be transformed into a galaxy of stars. A snapshot can be downloaded to share to social media channels.
Travellers can discover the new fragrance via a star-shaped optical fibre pedestal dispenser. The juice – described as a woody floral gourmand – combines notes of pink pepper, jasmine, sandalwood and amber. An exclusive “sound shower” of the ad campaign’s audio accompanies the sampling.
In addition to Angel Elixir, the Paris pop-up also highlights Mugler’s Angel EDP. Both fragrances are available in a variety of formats, including 10ml travel sprays presented in a 3D printed holder, the 100ml signature star bottle, and the 100ml refill bottle.
Beauty Advisors are on hand to guide travellers through the experience, and offer shopping support. To further drive sales, L’Oréal has created a Mugler phone case gwp, available exclusively at this pop-up.