Glossier’s first pop-up took place in London in 2017, before the brand had permanent shops. Since then, it has opened eleven shops in the US and one more in London. However, pop-ups continue to be a key part of its strategy to increase interaction with consumers and boost brand recognition. Almost a decade after that first short-lived experience – and despite the wide availability of its products today – Glossier’s pop-ups continue to generate buzz, attract new audiences and reinforce its connection with young shoppers interested in personal care and beauty.

Glossier reinvents the pop-up experience with new floral fragrance

To avoid Glossier fatigue and stay ahead of the curve, Glossier constantly strives to break away from the predictable and offer unique retail experiences through its pop-ups. This time, the concept of the event revolves around a single product: Glossier You Fleur, its new floral fragrance.

This immersive experience is reminiscent of last November’s pop-up in London, organised to celebrate the iconic You fragrance, which experienced a viral resurgence following a video on TikTok with over 14 million views and 600,000 ‘likes’.

Although visually distinct, both installations share a common approach: they are designed to captivate the senses and surprise visitors at every stage of the tour, thus reinforcing the emotional bond with the brand.

Paris 2025: an immersive design in collaboration with Random Studio

For its Paris installation, Glossier collaborated with Random Studio to design an immersive retail experience that blurs the boundaries between nature and urban life. The result? A sensory and poetic space where visitors wander and interact with natural elements that evoke the launch of his new fragrance.

Purple flower petals cover the environment, echoing the chromatic codes of the perfume, while poems appear along the route and flora is present in every corner, creating an enveloping and emotional atmosphere.

Although the approach leans more towards the organic than the digital, the installation also incorporates advanced technology. ‘We have developed an artificial intelligence-driven olfactory experience, where the space responds dynamically to visitors’ expressions and postures, generating personalised poetry in real time,’ explains Random Studio on its website.

At the centre of the experience is the Fleur Pavillon, an immersive, petal-filled nook where attendees are guided to a poem projected on a delicate screen. While many don’t stop to read it in its entirety, they do linger to capture the moment in photos and videos, sharing it on social media – a behaviour that further fuels Glossier’s viral success.

Exclusivity, community and virality: the winning formula of Glossier’s pop-ups.

A two-day event. Limited capacity. Never-before-seen installations and innovative visual elements. Exclusive merchandising. This is Glossier’s secret recipe for generating desire and maintaining its aura of exclusivity at each pop-up. Shoppers attend with friends, eager to experience the brand’s latest ephemeral installation and share a moment of surprise, discovery and excitement.

However, where Glossier really shines – true to its digital DNA and Instagram roots – is in the seamless integration between the physical and digital worlds. Each space is designed with a striking visual aesthetic, replete with immersive installations that invite you to photograph and share them on social networks like Instagram and TikTok.

This turns each pop-up into a viral phenomenon, allowing millions of beauty lovers around the world to feel part of the experience, even without having attended. As Glossier CEO Kyle Leahy points out in an interview with Forbes: “The people-centric approach of our shops, coupled with an emphasis on community and exploration, connects deeply with consumers who are looking for brands they can relate to on a more meaningful level.

This hybrid approach, combining physical presence and digital strategy, demonstrates Glossier’s ability to create a consistent and powerful brand across all touchpoints, blurring the lines between online and offline.

Experiential retail: emotional connection and brand loyalty

Glossier doesn’t need to resort to flashy QR codes or digital avatars to demonstrate its mastery of high-tech retail experiences. Instead, the brand discreetly integrates digital elements that enrich the consumer experience without detracting from the physical space. The result is an immersive atmosphere, where visitors can be anchored in the moment and fully immersed in the brand’s sensory universe.

This subtle approach has a powerful side effect: visitors, inspired by their surroundings, naturally become content creators. They post their experiences on Instagram, TikTok and other platforms, bridging the gap between online and offline experience without the need for artificial stimuli.

Glossier doesn’t need to push its consumers to scan screens or interact with their phones to continue the digital relationship. The brand has already won their hearts, minds and wallets in the online environment. These temporary installations work as catalysts to strengthen the emotional connection and foster long-term loyalty, integrating all channels harmoniously and organically.

Glossier’s approach to physical retail is truly unique. The buzz generated on social media and the long queues at its recent pop-up in Paris confirm that its strategy remains as effective as it is innovative. By offering immersive, aesthetically stunning and thoughtfully exclusive experiences, the brand continues to connect deeply and emotionally with beauty consumers, especially in new markets.

This approach not only enhances the perceived value of the brand, but also reinforces its position as a leader in creating an omni-channel, memorable and community-centric beauty ecosystem. With each temporary installation, Glossier demonstrates that its retail model is not a fad, but an established formula for building loyalty, generating conversation and expanding its global influence.

By Forbes