FRAGRANCE POP-UP
Marketing Strategy Concept
THE OVERVIEW
To celebrate the launch of its new Fétiche fragrance collection, Christian Louboutin Beauty hosted a weekend-long public pop-up activation in NYC's Nolita neighborhood.
This brief will outline immersive digital and experiential marketing opportunities for the pop-up experience.
THE OPPORTUNITY
While the activation spotlights the fragrance collection, the guest experience should remain central.
By bringing guests into the product storytelling, the event becomes more engaging, informative, and thoughtfully guided from start to finish.
Why This Matters for Christian Louboutin Beauty
Brand Values
The brand’s core values of luxury, exclusivity, high quality, elegance, and glamour ensure the activation reflects the brand’s signature standard at every touchpoint.
Product Positioning
The activation was hosted during NYFW so it's tied to the collection of high-quality fashion events throughout the city.
Long-Term Brand Narrative
The activation activities reinforce personalization, encouraging guests to discover a scent they’ll wear consistently.
OBSERVED GUEST JOURNEY
Guest Flow Summary
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Guests began by joining the public line along Elizabeth Street. As the line moved, guests approached the entrance on Spring Street. At the door, security guards required guests to complete a digital waiver by scanning a QR code before entering.
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Once inside, guests encountered a fragrance display and were offered a branded card with a single scent sample. Guests were also instructed to put on shoe covers before entering the ball pit installation.
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Guests used stairs to either the slide entrance to the ball pit or the photo op area.
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After participating in the ball pit and photo moment, guests moved back into the fragrance display area to receive a gift bag before exiting the activation.
Identified Experience Gaps
OBSERVED GUEST JOURNEY
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While the pop-up was launched to celebrate the new fragrance collection, the highlight of the activation was the ball pit, which wasn’t directly tied to the fragrances or their sensory storytelling. As a result, guests had less dedicated time to explore the collection in depth.
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Guests entered in groups of 15 at a time, creating a natural pause in movement, and left those outside uncertain about wait times or when their turn would begin. This contributed to a less predictable entry experience.
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Shared content largely showcased the interior visuals and photo moments. However, guest posts didn’t include mentions of individual fragrances or insights about the new collection, suggesting the product story didn’t receive equal visibility within the experience.
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The main feature required climbing stairs and balancing on an elevated platform before entering the ball pit. Without assistance from a friend or activation staff, guests with mobility limitations may have found it difficult to engage with this portion of the experience fully.
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The pop-up experience was announced primarily though Instagram, TikTok, and event listing websites, without an RSVP or time-slot system. Guests arrived on a first-come, first-serve basis, which made it difficult to anticipate wait times or understand how the experience was structured before attending.
Key Insight
In some cases of brand activations, the social media optics don’t necessarily match the in-person experience. This concept is to ensure that guests have a fully cohesive and elevated experience from RSVP to arrival and from on-site brand immersion to post-event content.
Fétiche Factory: Discover Your Fetish
Guests explore each scent through multi-sensory storytelling moments, merging product education with immersive engagement.
ENHANCED CONCEPT
The Objectives
Drive awareness of the Fétiche collection
Educate guests on each fragrance
Create content opportunities that extend social reach
Fragrance-First Storytelling Rationale
Scent requires unrushed exploration
Personalization drives purchase
Sensory storytelling improves recall
Discovery sets support conversion
Target Audiences
Top 20 NYC Creators: Luxury-aligned, high-quality UGC, frequent event coverage
General Audience: Guests interested in fragrance discovery and engaging with the brand
Guest Emotional Journey
RSVP → Arrival → Exploration → Discovery → Sampling → Purchase Incentive → Exit → Post-Event Sharing
Recommended Floor Plan
A fragrance-first layout designed for accessibility and ease, with all experiences at ground level. Guests move through wide, seamless pathways, discovering each scent through sensory touchpoints. Personalized kiosk recommendations, exclusive discounts, and immersive storytelling create a guided, inclusive journey that deepens emotional connection to the collection.
Current Floor Plan
Recommended Floor Plan
Activation Ideas
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Invite-only creator preview, hosted on Day 1 (11 am - 12:30 pm), with scent-inspired bites and beverages. Creators produce ad-style content to be played during the public pop-up and featured in The Maison. Guests receive a free Fétiche Discovery Set.
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Two team members manage the line
Guest RSVP for timed entry; walk-ups can RSVP on-site
20 guests per 20-minute time slot
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Interactive fragrance stations
Four (4) Fragrance Finder Kiosks
Guests receive personalized scent recommendations via email along with exclusive product offers
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Eight (8) sensory zones representing each fragrance (scent, sight, sound, touch), plus creator ad placements.
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Guests select two samples for their gift bags, reinforcing personalized discovery and increasing likelihood of purchase.
Marketing Timeline
Based on a weekend-long activation from Friday, September 12 - Sunday, September 14, 2025
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Friday, Sept. 5, 2025
Eventbrite private listing
Event landing page with RSVP signup
Monday, Sept. 15, 2025
Blog post recap on The Maison
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Friday, Sept. 6, 2025
Event announcement
Monday, Sept. 8, 2025
RSVP info and what to expect
Wednesday, Sept. 10, 2025
Activation staff sharing gift bag options
Friday, Sept. 12, 2025
Activation set-up behind-the-scenes video with date, time, and location details
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Friday, Sept. 5, 2025
Content Creators: Fétiche Fête invitation
Sunday, Sept. 7, 2025
Content Creators: Fétiche dollection details + RSVP reminder
Content Creators: Fétiche Fête logistics (location, parking, when to arrive, etc.) + ad creation instructions
Thursday, Sept. 11, 2025
Content Creators: “See You Tomorrow”
General Admission: Day 1 Time Slot Confirmation
Friday, Sept. 12, 2025
General Admission: Day 2 Time Slot Confirmation
Saturday, Sept. 13, 2025
General Admission: Day 3 Time Slot Confirmation
Monday, Sept. 15, 2025
Content Creators & General Admission: “Thank You for Attending” + link to The Maison blog recap
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Friday, Sept. 5, 2025
Activation Announcement sent to media outlets and listing websites with a link to the pop-up landing page and Christian Louboutin Beauty Instagram page
Business of Fashion
WWD
Vogue Business
Glossy
Fashionista
Average Socialite
NYC for Free
doors.
Secret NYC
Time Out New York
Marketing Deliverables
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Fétiche Fête Email Invitation
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RSVP Landing Page
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Fragrance Finder Kiosk
Momentum & Reach
Key Performance Indicators
RSVPs
Attendance
Press mentions
Social media engagement
Success Scenario
UGC centers the fragrances, not a single installation
Creator ads double as branded digital assets
Kiosk-driven emails support post-event purchasing
Press highlights the brand’s immersive, fragrance-first approach
Closing Statement
Fétiche Factory transforms the launch into a multi-sensory discovery journey that deepens emotional connection, supports product education, and elevates brand storytelling. Guests leave with personalized samples, a clear sense of their signature scent, and authentic moments worth sharing; creating lasting advocacy, future purchase intent, and a truly luxurious Christian Louboutin Beauty experience.
This case study is based on my personal attendance at the original activation. It reflects an independent exploration of how I would approach experience design, fragrance storytelling, and digital integration. This work has no official affiliation with Christian Louboutin.
IMAGE SOURCES:
Christian Louboutin Website | Christian Louboutin Beauty Instagram | Fashion Network | Mod Magazine | Premium Beauty News