PRESS MENTION: Footwear brand Steve Madden is getting into the fragrance business
Glossy Featured - Quynh Mai, MI&C Founder
The design of the pop-up is aimed to appeal to young millennial and Gen-Z girls, Madden’s usual target audience, particularly those attracted to “the vibe and grittiness of New York City,” said Quynh Mai, founder of digital agency Moving Image & Content, which designed the pop-up. The pop-up asked five individual artists to interpret the perfumes, resulting in giant matchbooks, aluminum foil with light-pink hearts on the wall and more. A preview event on Friday will invite 70 (unpaid) influencers to create user-generated content, as well as provide the first reviews of the five scents on social.
“Knowing the marketing value of UGC content, we shifted away from a traditional ad campaign to spread our message authentically and organically through our audience,” Mai said. “Since fragrance itself is ephemeral, a two-day pop-up with an immersive installation co-created by five different artists seemed fitting.” > READ ARTICLE