Shoreditch debut for Charlotte Tilbury scents

The cosmetics brand launches an immersive experience to promote its new fragrance line

An immersive fragrance experience popped up in the heart of Shoreditch this week to promote Charlotte Tilbury’s six new fragrances, which she describes as “a collection of emotions.”

Billed as Charlotte Tilbury’s Future of Fragrance experience, the pop up at Protein Studios, consists of six rooms each dedicated to a fragrance “feeling”. The scents are named More Sex, Love Frequency, Joyphoria, Magic Energy, Calm Bliss and Cosmic Power.

Immersive room from Charlotte Tilbury pop-up, featuring giant perfume bottle and lotus flower.

The rooms feature different corresponding colours and decor including a carpet of pink roses for Love Frequency and a giant lotus flower for Calm Bliss. Bottles of each fragrance are available to test and at the end of the experience there is a shop where sales associates can match you with one of the scents and provide a free sample. 

Charlotte Tilbury PR, Abbie said: “My favourite of the perfumes is Joyphoria, it feels like being on holiday. I think even the scents that are the complete opposite to what I’d usually go for are growing on me the more time that I spend here.”

She added that the event has been very popular. “It’s been really busy, lots of people coming in after work especially, I think people really want to see what’s going on.”

All of the fragrances are available in either 10ml size for £20 or 100ml for £130. These can be also purchased through the Charlotte Tilbury website and selected retailers. 

The pop up at Protein Studios, 31 New Inn Yard, EC2A 3EY is due to run from May 10 to 19. It is open 12pm to 8pm from Monday to Saturday and 12pm to 6pm on Sunday.

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