# Socialite Fragrance Pop-Ups Kim Kardashian Teamed with Violet Grey for a LA Perfume Pop-Up By Ell Smith | Published 2017-11-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/perfume-popup References: [hypebae](https://hypebae.com/2017/11/kim-kardashian-kkw-fragrance-violet-grey) & [kkwbeauty](https://kkwbeauty.com/) Kim Kardashian is continuing to expand on her KKW Beauty line with the release of a highly anticipated fragrance titled Crystal Gardenia, which will be available for purchase during a collaborative perfume popup with the curated beauty brand Violet Grey. Kardashian planned to take an eCommerce approach to the perfume, by offering the fragrance exclusively through her online store, with a direct-to-consumer model. The announcement of the Los Angeles-based popup enables consumers to get their hands on the highly sought after fragrance more efficiently, creating a hype around the already popular perfume. The perfume, which launches on November 15th, be available in-store for one day only, along with the other scents 'Crystal Gardenia Citrus' and 'Crystal Gardenia Oudwill,' while supplies last. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 14% | Activity: 25% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Pop-up Fragrance Shops:** The success of this collaboration shows a trend towards temporary, exclusive shopping experiences for luxury items such as fragrances. - **Direct-to-consumer Fragrances:** By offering the fragrance online, Kardashian demonstrates the trend of cutting out traditional retail channels, and going straight to the consumer through e-commerce. - **Celebrity Branded Fragrances:** This trend continues, with the release of Crystal Gardenia, a new celebrity-anchor fragrance that has already gained significant media attention and hype. ### Where This Applies - **Beauty and Cosmetics:** The beauty and cosmetics industry benefits from pop-ups as well as a shift away from traditional brick-and-mortar retail models. - **Fashion and Luxury Retail:** The high-end fashion and luxury retail industry can embrace pop-up shops as a way to enhance product exclusivity, and create demand and hype around new releases. - **E-commerce:** The e-commerce space continues to grow with eCommerce fragrance companies bypassing traditional distribution channels, designing e-shops characterized by dynamic product assortment and marketing tailored for multichannel customers. ## Related on Trend Hunter - [Soft-Pink Cosmetics Pop-Up Stores](https://www.trendhunter.com/trends/kylie-cosmetics-popup.md) - [Floral Celebrity-Made Fragrances](https://www.trendhunter.com/trends/cosmic-20.md) - [AI-Focused Fragrance Pop-Ups](https://www.trendhunter.com/trends/ai-focused-fragrance.md) - [Emotive Fragrance Pop-Ups](https://www.trendhunter.com/trends/the-future-of-fragrance.md) - [Luxury Fragrance Launches](https://www.trendhunter.com/trends/maison-francis-kurkdjians-kurky.md) - [Luxurious Lipstick Pop-Ups](https://www.trendhunter.com/trends/spike-valentino-popup.md) - [Uniquely Commemorative Skincare Pop-Ups](https://www.trendhunter.com/trends/beauty-night-market.md) - [Poolside-Inspired Swimwear Pop-Ups](https://www.trendhunter.com/trends/skims-popup.md) - [Vegan Beauty Pop-Ups](https://www.trendhunter.com/trends/velvety-lipstick-balms.md)