Saks Fifth Avenue’s “Glam Gardens” campaign looks like a perennial.
The second installment of the beauty event, among the largest on the luxury chain’s calendar, starts today and runs through May 24. Planning has already begun to stage the event in 2017.
The format, this year themed “The Secret Garden,” will feature beauty products from 30 vendors set in paper-based botanical scenes — exclusives, launches and bestsellers included — as well as a “high tea” on Fifth Avenue, complementary beauty services, a 36-page Mother’s Day catalog for beauty and contemporary fashion and a 16-page Harper’s Bazaar beauty insert. The event is happening in the beauty departments of all 40 Saks Fifth Avenue stores in the U.S. and Canada.
Pink roses will frame Dior’s newest fragrance, La Colle Noire; Mediterranean honeysuckle and white and blue flowers surround the Aerin fragrance, and magnolias highlight the DeCorte Vi-Fusion Essence. Among other brands participating are Kiehl’s Since 1851, Penhaligon’s, Lancôme, Burberry, Chanel, Clinique, Clarins, Nars, Molton Brown, La Mer, Bulgari, Viktor & Rolf, Jo Malone and Tom Ford.
“You will see Saks Fifth Avenue and its main floor planted in a very elegant way, with boxwood topiaries on the outside, big giant trees in the front of the store, and down the major walkways these wonderful arches of origami flowers, allowing the brands and the event itself to breathe within the space,” said Mark Briggs, executive vice president of creative for Hudson’s Bay Co., parent of Saks Fifth Avenue.
At Saks’ Manhattan flagship, the windows showcase origami sculptures in a clean white framework so the brands and their colors stand out. For last year’s event, beauty departments were filled with Ecuadorian roses.
Weather permitting on Tuesday afternoon, Saks will erect a makeshift outdoor cafe on Fifth Avenue for a high tea for the general public.