While fragrance pop-ups are typically set up in a physical setting that gives people the chance to actually experience a scent, Calvin Klein took a unique approach for the launch of CK EVERYONE. To introduce its newest fragrance product to the Asian market, Calvin Klein created a five-day virtual pop-up store on Tmall and an interactive 3D exhibition. The experience helps to communicate the essence of CK ONE and its message that “I am one, I am many, I love everyone of me.”
Although fragrance brands of the past used to rely on in-person experiences, many direct-to-consumer brands today are thriving by creating experiences that get people curious enough to purchase a product—sometimes without ever smelling a scent for themselves.
Image Credit: Calvin Klein