PARIS — As Drunk Elephant expands across the globe, the clean skincare brand is poised to open its first House of Drunk pop-up in Paris.

It is going to be positioned on the Pavillon Rive Gauche, 6 Rue Frédéric Sauton in town’s fifth arrondissement, and open to the general public Oct. 15 and 16, from 11 a.m. to six p.m. CET. Greater than 1,200 individuals are expected to go to.

Since 2018, previous House of Drunk pop-ups have been positioned in London, Singapore and Latest York.

“We’re very focused on constructing brand love, driving awareness and recruiting latest consumers by sharing our unique product philosophy,” explained Barbara Calcagni, president global brands at Drunk Elephant, Nars and Tory Burch Beauty.

“For the reason that acquisition of Drunk Elephant by Shiseido in 2019, now we have increased our presence in [geographic] regions, establishing Drunk Elephant as a really global brand,” she continued.

The House of Drunk can be hosted in partnership with Sephora. The brand launched exclusively with the retailer in France in March 2021.

Calcagni called the activation “a feast for the senses. Fans can touch, see, hear and experience the world of Drunk Elephant.”

The 4,520-square-foot pop-up will span two levels, be decorated within the brand’s vivid colours and playful motifs, and offer immersive experiences.

Consumers can sample formulas for skin, hair and body care. A mixing station will allow people to receive personalized “smoothie” consultations, while the Ceramighty Tunnel is where they will discover the recently launched Ceramighty AF Eye Balm. The six products in The Littles Kit are to be spotlighted on the pop-up, and consumers can shop, as well.

“Paris is the proper place to host House of Drunk, and to have a good time our presence within the region,” Calcagni said. “There’s an enormous appetite from consumers and fans to have these sorts of experiences and moments with the brand.”

Drunk Elephant will bring about 75 influencers and journalists from about 20 markets to Paris to experience the pop-up and meet with brand founder and chief creative officer Tiffany Masterson just a few days prior to the general public opening.

Calcagni said House of Drunk is an expression of her vision of the Drunk Elephant brand.

“The ‘House of Drunk’ is a possibility to bring fans of the brand into our community and culture, so that they can experience the pleased, colourful and kooky spirit, meet the wonderful people behind the brand and truly understand our unique ingredient philosophy,” Masterson said. “Our purpose is to assist people attain the skin of their dreams as we invite them inside this unforgettable Drunk Elephant experience.”

“Drunk Elephant is a serious skincare brand, but we don’t take ourselves too seriously and wish to rejoice,” Calcagni continued. “Paris can be probably the most imaginative experience of Drunk Elephant thus far, and town has long been a source of inspiration and adoration for Tiffany.”

Drunk Elephant has been specializing in constructing its global momentum and expansion.

“Equally vital for us has been protecting and amplifying the unique product philosophy and brand expression,” Calcagni continued.

Since 2019, the brand has opened 29 latest markets all over the world, with a concentration within the EMEA region through Sephora.

“Looking ahead, I’ll say that also constructing our business in Asia is a key strategic priority for the brand,” said Calcagni, explaining there the main target is on increasing brand awareness and expanding Drunk Elephant’s retail presences across the region.

“We’re also committed to using only ingredients that either directly profit the health of skin or support the integrity of our formulations,” she added. “That’s the philosophy that Tiffany began the brand with, and it’s the identical philosophy today.”

Drunk Elephant is taken into account a “growth brand” by Shiseido, together with others in its portfolio, akin to Nars, Baum and Haku.