Following profitable pop-ups in New York and Los Angeles, Gisou is taking in-person activations to a brand new market.
The model, based 10 years in the past by Negin Mirsalehi, is debuting its first pop-up in Miami in late April to fete the launch of its newest Tinted Honey-Infused Lip Oils. Mirsalehi mentioned the house took cues from the locale, from palm timber to Artwork Deco-inspired design components, in addition to the brand new launch’s marketing campaign dubbed Lippie Island.
“It’s probably the most requested areas by our neighborhood. There are such a lot of feedback on social for Gisou to come back to Miami, and that is the proper second,” she mentioned. “Whenever you consider spring, you consider Miami. The town’s tropical climate and iconic surroundings make it the perfect backdrop of our present marketing campaign.”
Along with shock giveaways and core merchandise obtainable on the house, Gisou has 100 goody luggage for the primary friends. There may even be a mixologist crafting mocktails on web site, in addition to unique merchandise obtainable.
Although it’s not the model’s first time popping up in a key market — “Pop-ups and activations have all the time been part of our DNA,” Mirsalehi mentioned — the success of previous ones have made her bullish on the format.
“They’re a key approach for us to attach straight with our neighborhood and construct model love all around the world,” Mirsalehi mentioned, noting they’re “an unbelievable instrument for relationship-building with our neighborhood and creators. When individuals step right into a Gisou house, they immediately join extra deeply with who we’re.”
From a content material perspective, pop-ups additionally drive tenets of the model’s social media technique, most notably user-generated content material, which “extends Gisou’s model presence far past the occasion itself,” Mirsalehi mentioned.
“We’re obsessive about engagement, encouraging user-generated content material and neighborhood interactions. By tapping into the pure rhythms of the 12 months, we guarantee our merchandise stay contemporary and related, permitting our neighborhood to totally embrace the honey glow at each stage,” she continued.
Mirsalehi herself has north of seven million followers on Instagram alone, and she or he reasoned that the model itself was “really born on social.” The model, although, has legs past digital. Final 12 months, it was anticipated to prime 100 million euros in retail gross sales, as reported, and has each doubled down on its core class of hair care with the launch of its Honey Gloss Ceramide Remedy Hair Masks and expanded past it efficiently with the tinted lip merchandise.
“Gisou is rising a lot quicker than I might have imagined,” Mirsalehi mentioned. “The whole lot we do is pushed by our neighborhood. From new formulation to new classes, we hearken to what our neighborhood needs and determine the place we will really add worth with our honey-powered merchandise.”
