Miu Miu Beauty is heading south for the holidays.
The beauty brand, which launched its Miutine fragrance in August, followed by a megawatt launch party in New York the following month, is opening a pop-up in Miami’s Aventura Mall Thursday, which will be open through Jan. 10.
Simply dubbed the Miutine Holiday House, the multiroom pop-up is meant to mimic a home, which starts with a vanity, leads through a dining room rife with Miutine’s ingredients, followed by a game room, and a home office space. Following that, and a point of sale, Miu Miu has a holiday gifting station to customize and wrap bottles.
It’s the latest in the brand’s marketing blitz before yearend, and also signals its bet on luxury shoppers in the key market.
“Florida is one of the top fragrance markets of the holiday season, and it was important to do something in such a mall as Aventura. It is one of the national premier luxury retail destinations, and one of our biggest doors,” said Juliette Ferret, general manager of Miu Miu Beauty at licensee L’Oréal USA. “The U.S. consumer connects deeply with the Miutine spirit and the new fragrance.”
The thinking behind the pop-up was manifold, and it also follows the announcement of U.S.-specific Miu Miu Beauty ambassadors revealed in September. The brand is recruiting a young and culturally diverse consumer set, said Ferret.
“We did a very strong launch, and Miutine broke into the top 15 [ranking],” said Ferret. “Now it’s about how, in the long term, we really build this brand in a creative and relevant way. Since launch, everything has been done strategically with intention, and to make sure the consumer we want to talk to was at the center of every strategic move.”
Ferret noted particularly strong social engagement with the launch and its ensuing activations, and said the pop-up was about doubling down on her awareness strategy. “Simply put, retail is media today. We are talking about awareness,” she said. “For us, this is not only about distribution, but it’s about amplification. Retail is one of the most powerful amplification channels, because you have this emotional connection. In this space of 200 square meters, imagine what you can make your consumer feel — we are inviting them to step into the world of Miutine.”
In addition to the commercial significance of the market, Ferret said, “It attracts a very vibrant, diverse audience and that’s why we selected it.
“We want to create the largest and most creative statement. Miami has this dynamic energy, multicultural demographic,” she continued.
