Flowers have long-been a feature in shops, with bright blooms adding to the aesthetic of carefully curated merchandise displays. Moreover, custom in-store fragrances are also thought to contribute to the success of many stores...
Over in the UK, brands have been taking the concept one step further. This month, Lush has announced it will be opening a floral stand at its London flagship store, just in time for Valentine's Day.
“Lush has been using fresh flowers and plant materials for 24 years so what better way to celebrate freshness than to extend our offering to selling fresh flowers and plants that link to freshness and our ingredients," said Lush R&D manager Victoria Bradford Snell.
“This is a lovely way to tell our stories, support community growers and naturally extend our gifting experience.”
Similarly, in December, Molton Brown collaborated with luxury UK florist Lavender Green to create influencer marketing experiences. It also created themed displays in a top London hotel to promote its Muddled Plum collection.
Other brands with floral initiatives springing up in 2018 were Acqua di Parma, Miller Harris and Saks Fifth Avenue. The latter installed an in-house florist as part of its beauty department revamp – customers can now pickup a fresh bouquet when they purchase a new perfume.
Bradford Snell told Cosmetics Business that she believes florist collaborations are a good way to support the industry a worthy cause. Flowers are often imported to the UK for example, so Lush will only be buying seasonal varieties from British growers.
For more information on in-store scents, click here.
