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Zodica Perfumery pops up in NYC: a conversation about indie beauty retail strategy

By Deanna Utroske

- Last updated on GMT

For the past two weeks, fragrance entrepreneur Kristi Moe hosted a pop-up shop in the Artists & Fleas section of New York City’s popular Chelsea Market. For consumers (locals and tourists alike) it was an opportunity to discover and experience Zodica Perfumery in real life; for the brand, it was a strategic step on the path to omnichannel retail success.

Kristi Moe developed the Zodica Perfumery collection of fragrances very carefully, taking into consideration not only personality insights about each astrological sign, but seasonal ingredients relevant to each sign, a bit of psychology, and more. “The collection,” ​according to​, “is designed to be worn in three ways: by sign, by season or by attraction. You may embrace your sign, reflect the current season, or attract the sign's intention into your day through scent and spoken-word.”

And while the functional fragrance brand has been selling well online and via QVC’s video commerce channels, Moe is now building an even bigger retail presence for Zodica Perfumery, opening a flagship boutique and hosting pop-up shops at various events (like Summerfest) and makers spaces (like Artists & Fleas).

“It’s so important to understand what’s happening in retail right now,” ​says Moe, explaining one of her motivations for her Zodica Perfumery NYC pop-up. And later in our conversation, she elaborates on that idea, noting that Zodica’s foundation as a direct-to-consumer brand, along with the brand’s more recent sales opportunities (on QVC, in the brand’s own boutique, at pop-up shops) are valuable to her conventional retail partners: “You’re also doing the work for your retail partners,” ​Moe tells Cosmetics Design editor Deanna Utroske, “So once it does go into store, you already have that audience that’s developed; you already know what works and what doesn’t work; so you can set up your retail partners for success.”

Moe tells Cosmetics Design that her recent stint at Chelsea Market, which ended Sunday, was her most successful pop-up to date, brining in higher sales (in both dollars and units) than any of her other flash retail efforts. In fact, Zodica Perfumery will return to Chelsea Market this summer, from August 12 -25.

Watch the full video conversation above to learn more about Zodica Perfumery and the retail strategies that are working well for the brand.  



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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