Beauty and fragrance brands are increasingly turning to experiential pop-up locations to accompany their new product launches, offering immersive experiences designed to be shared across social media platforms. Rabanne is the latest house to adopt this spectacular format. 

From September 27 to 29, coinciding with Paris Fashion Week, the brand will open the doors to its ‘Million Gold’ pop-up to celebrate the launch of its two new fragrances, ‘Million Gold’ and ‘Million Gold For Her’. While the exact location is still under wraps, this immersive experience is set to take place directly opposite Printemps Haussmann.

Upon entering the Million Gold pop-up, visitors will be greeted by the ‘Golden Catwalk’, a striking golden runway that mirrors the visual elements seen in the brand’s Million Gold campaigns. The first room will feature a giant ‘XL Link’, a symbol of the house and a design element of the perfume bottles. This space will also offer an interactive olfactory experience, where guests can discover the two new fragrances: Million Gold, a woody scent, and Million Gold For Her, which is positioned as Rabanne’s first major floral fragrance.

“This experience invites visitors to step into the shoes of the brand’s ambassadors, even if just for a moment,” promised Rabanne. The ambassadors include international supermodel Gigi Hadid and Moses Sumney, a rising Gen Z icon, both of whom lended their star power to the campaign.

The second room will transport visitors backstage, where they can enjoy a gold-inspired beauty makeover. As the grand finale, visitors will strut down the runway, with a camera capturing their every step. The video will be sent directly to their phones, “ready to be shared on social media.”

To take part in this exclusive experience, visitors must register in advance via a dedicated platform. Notably, September 26 will be reserved for TikTok content creators, ensuring the pop-up receives maximum exposure across digital platforms.

Rabanne’s move mirrors similar strategies from other luxury brands in the beauty industry. For example, Nars (owned by the Shiseido Group) celebrated its 30th anniversary and the launch of its ‘Explicit’ lipstick collection with a pop-up at the Hôtel d’Évreux in Place Vendôme on September 14 and 15.

Earlier this year in March, Nina Ricci set up the “Nina Illusion Café” at La Canopée des Halles to celebrate its “Nina Illusion” fragrance. In the same month, Yves Saint Laurent Beauté, part of L’Oréal‘s luxury division, launched an ephemeral space in Paris’ 11th arrondissement to promote its “YSL Loveshine” lipstick collection. Likewise, The Ordinary, owned by Estée Lauder, hosted a wildly popular pop-up in Paris in June that was packed with visitors for three consecutive days.