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Paris's iconic Le Bon Marché Rive Gauche has transformed into a high-end playground for dog lovers with its new store-wide event, "Je t'aime comme un chien!" Running through 20 April 2025, the luxury department store is celebrating canine companions with a comprehensive program that reflects the growing cultural significance of dogs "nos amis 4 pattes, icônes de la pop-culture."The elaborate installation reimagines the store's architecture through a dog-lover's lens, with giant bone sculptures adorning escalators, colorful panoramas lining the aisles, and stylized dog houses replacing traditional display cases. Beyond the visual spectacle, the event features a range of interactive experiences, including dog yoga sessions led by certified "doga" instructor Andreea Sembely, pet grooming conversations with professional Fatima Veliz, and creative workshops where visitors can make personalized dog toys from upcycled fabric scraps. Author Mylne Bertaux will also be present to sign copies of her book "Toutoute: La nouvelle place des chiens dans nos vies."This canine celebration is more than just a themed retail moment it represents the luxury market's growing recognition of pet owners as a lucrative consumer segment. With dedicated spaces like Alpha Dogs House offering specialized grooming services and the canine magazine Bâtard establishing a café within the store, Le Bon Marché demonstrates how high-end retailers are adapting to consumer priorities. Around 40-50% of high-net-worth individuals across major markets are pet owners, creating significant opportunities for (luxury) brands to develop premium pet-focused offerings that merge fashion, wellness and pet care.
Category:
Marketing and Advertising
For the launch of its ToRiKo Touch lipstick, Japanese cosmetics brand KissMe Ferme is turning down the lights. The brand has created a temporary "lipstick in the dark" store, where customers are invited to step into a dimmed room with private, veiled-off spaces and apply the new product. It's a deliberate design choice that encourages visitors to focus entirely on the tactile experience the smoothness, texture and scent of the lipstick rather than its visual appearance.The experiential, sensory concept stands in stark contrast to a crowded Sephora or brightly lit department store counter. By removing visual distractions and creating a quiet, intimate atmosphere, KissMe Ferme heightens customers' awareness of the product's key selling point: its exceptionally smooth feel. The lipstick features an innovative layered micro-structure and emollient oils, creating what the brand describes as a "captivatingly smooth and blissful application."The activation leverages the psychology of sensory focus when one sense is diminished, others become more acute and highlights how multisensory environments can be used to produce memorable customer experiences. By encouraging shoppers to "surrender to the dimly lit, quiet space" and "direct all consciousness to the lips," KissMe Ferme is betting that an emotional, sensory connection with the product will resonate more deeply than any traditional campaign could.
Category:
Marketing and Advertising
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