French beauty house Guerlain has partnered with JCDecaux to install its first pop-up store in the UK, at London Heathrow T5.
The 50sq m pop-up is running from 28 November to 21 December and is located next to World Duty Free Group’s transfer shop.
The experiential space, which focuses on new fragrance Mon Guerlain, invites travellers to discover the perfume via a series of tables.
An olfactive table allows passengers to smell Mon Guerlain’s raw ingredients: lavender, jasmine, vanilla and sandalwood.
At another table, visitors can experience Mon Guerlain through temporary scented gold tattoos – linking back to the idea of the perfume being an invisible tattoo on skin.
Travellers can have a flash makeover by a Guerlain make-up artist and then have their photo taken on a red carpet in front of a Mon Guerlain background. The photo can be printed out and e-mailed to allow for sharing on social media.
An engraver is present at the pop-up twice a week to personalise Mon Guerlain bottles.
Guerlain Europe, Middle East and Africa Travel Retail Director Aline Valantin said: “Mon Guerlain is a veritable manifesto for our Guerlain Maison and represents a step change in our international exposure in 2017.
“We have tremendous confidence in our creation – in the bottle, in the fragrance and in our muse, the extraordinary Angelina Jolie – and are very excited to continue to build its long-term success worldwide and in particular in travel retail in 2018.”