Escentric Molecules is set to take over Selfridges’ Beauty Hall as it celebrates the launch of Cologne One.
The chemistry-focused fragrance brand will be hosting a pop-up within the British retailer’s London flagship from 30 April to 7 May.
“The Selfridges pop-up forms part of a wider activation marking both the introduction of the first cologne within the Escentric Molecules collection, Escentric Molecules Cologne One, and its exclusive preview at the retailer,” a spokesperson for the brand told Cosmetics Business.
“It signals the arrival of a new olfactive direction defined by clarity, lift and a sense of lightness.
“The intention is to translate the brand’s molecular philosophy into a physical environment, creating a space that invites the Selfridges customer to step inside the Escentric Molecules universe and engage with it in a more immediate and sensorial way.”
At the core of Escentric Molecules’ fragrances is Iso E Super – a synthetic molecule with smooth woody note developed by flavours and fragrances producer IFF.
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Visitors to the pop-up will be guided by a brand expert to create a personalised fragrance journey, with the full collection available to explore alongside Cologne One.
The brand spokesperson noted how “immersive environments allow a brand such as Escentric Molecules to move beyond traditional points of sale and into something more instinctive and
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