Glossier's recent pop-up shop in Paris showcased its new fragrance, Fleur, in an engaging way aimed at Generation Z. Set in a vibrant atmosphere with biodegradable confetti, the shop featured a unique twist: retrieving the perfume set off an AI-generated personalized poem displayed on-screen. Teens and young adults, including 17-year-old Jeanne Melman and her friends, expressed admiration for Glossier, signifying the brand's strong resonance with this demographic. Since expanding to France in 2018, Glossier has enhanced its brand presence amongst French consumers, leveraging experiential marketing to create a memorable connection with its audience.
You hold fleur with grace / beneath lavender light / your gaze tranquil elegance, read a poem spat out for a friend of Jeanne Melman's.
Glossier, known for skin care and makeup products that the brand says enhance a person's natural beauty, has been tightening its grip on French customers since 2018.
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