# Virtual Fragrance Pop-Ups Calvin Klein Created a Virtual Store & Interactive Experience on Tmall By Laura McQuarrie | Published 2020-03-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fragrance-pop-ups References: [marketing-interactive](https://www.marketing-interactive.com/ck-rolls-out-campaign) While fragrance pop-ups are typically set up in a physical setting that gives people the chance to actually experience a scent, [Calvin Klein](https://www.trendhunter.com/trends/ck-one-essence) took a unique approach for the launch of CK EVERYONE. To introduce its newest fragrance product to the Asian market, Calvin Klein created a five-day virtual pop-up store on [Tmall](https://www.trendhunter.com/trends/huaxizi) and an interactive 3D exhibition. The experience helps to communicate the essence of [CK ONE](https://www.trendhunter.com/trends/calvin-klein-hair-body-perfume-mists) and its message that "I am one, I am many, I love everyone of me." Although fragrance brands of the past used to rely on in-person experiences, many direct-to-consumer brands today are thriving by creating experiences that get people curious enough to purchase a product—sometimes without ever smelling a scent for themselves. Image Credit: Calvin Klein ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 86% | Activity: 93% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Virtual Pop-up Stores:** Creating innovative virtual stores and exhibitions is a trend for introducing new products to the market remotely using interactive 3D technology and other engaging features. - **Direct-to-consumer Experiences:** Creating unique and immersive experiences for potential customers to get curious and make purchases without ever physically interacting with the product prior to purchase is a trend. - **Remote Fragrance Purchases:** Making fragrances available for purchase without having to physically smell them is a growing trend, and will undoubtedly include other product categories beyond fragrances in the future. ### Industries Being Reshaped - **Fragrance Industry:** This industry can capitalize on the trend of remote purchases by leveraging virtual pop-ups and providing immersive experiences, potentially reaching wider audiences without high expenses for physical pop-ups. - **E-commerce Industry:** As more brands shift toward online sales and virtual pop-ups, the e-commerce industry can develop new features and technologies that enhance the virtual shopping experience by integrating innovative interactive elements like AR and VR. - **Beauty Industry:** This industry can adopt the trend of creating direct-to-consumer immersive experiences and integrating virtual pop-ups to expand its customer base and offer unique product experiences for consumers while reducing the costs of in-person pop-ups. ## Related on Trend Hunter - [Virtual Brand Fragrance Experiences](https://www.trendhunter.com/trends/loccitane-en-provence-2.md) - [AI-Focused Fragrance Pop-Ups](https://www.trendhunter.com/trends/ai-focused-fragrance.md) - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Emotive Fragrance Pop-Ups](https://www.trendhunter.com/trends/the-future-of-fragrance.md) - [Digital Cosmetics Pop-Ups](https://www.trendhunter.com/trends/digital-pop-up.md) - [AR Fragrance Campaigns](https://www.trendhunter.com/trends/ar-fragrance-campaign.md) - [Cherry-Themed Bar Pop-Ups](https://www.trendhunter.com/trends/phlur-and-space-nk.md) - [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md) - [Mix-and-Match Aroma Installations](https://www.trendhunter.com/trends/hm-nolita-pop-up.md)