Saks Fifth Avenue intends to put some bloom on its fragrance business on May 3 when the store kicks off its Glam Gardens promotion designed to turn beauty departments throughout the chain into floral shows.

This story first appeared in the April 24, 2015 issue of WWD. Subscribe Today.

A total of 38 fragrance and cosmetics vendors are participating, 35 of them with window displays, ranging in size from Kilian and Bond No. 9 to Clinique.

The sidewalk of the Saks Fifth Avenue flagship in New York will be turned into a garden with 10 trees measuring 20 feet high, plus four 12-feet-tall spiral topiaries, 13 tiered topiaries and 14 boxwood hedges. The trees are flowering callery pears with white blossoms. Spread inside and out, there will be 120 boxwood balls and 100,000 flowers. The garden theme will be repeated in the 39 Saks stores around the country.

In New York, 30 vendors will have individual window displays. The six main windows on Fifth Avenue will be occupied by Aerin, Clinique, Burberry, Lancôme, Dior and La Mer.

The objective is for each brand to tell its story through flowers. For instance, the Aerin window will have white roses and greens to set off the brand’s new fragrance, Rose de Grasse; purple orchids will wreath a Miss Dior display and Viktor & Rolf’s Bon Bon factisse will be surrounded by pink English roses. “The key objective is to really continue Saks’ brand vision of the experience is everything to surprise and delight our customers,” said Mark Briggs, chief marketing officer. “We want to make it their destination and a point of conversation.” The secondary objective is to “inspire them to return and to see what we do next, this is just the first of one of our many promotions throughout the year.”

He noted the Glam Gardens will run through May, promoting spring selling and capitalizing on Mother’s Day on May 10. Obviously, there was plenty of visual promotion in the past, particularly around Mother’s Day. “This year we’re greatly elevating the platform to have a completely 360 approach — from saks.com to the windows and indeed to the 39 stores,” Briggs said.

There also will be activities staged by the vendors. Briggs said 15 customized beauty stations will offer services, ranging from monogramming of fragrance bottles and engraving to Mother’s Day cosmetics makeovers, mother and daughter portraits and facials. There also will be gift-wrapping and hand and neck massages.

There also will be a novel way of driving traffic from May 8 through 10. “We will have Saks Fifth Avenue pedicabs that will be dispatched throughout the city [to bring people to the store] from May 5. A signature tea service will be available in the Saks Café, complete with a Veuve Clicquot pouring.

Kate Oldham, senior vice president of beauty, noted that on May 3, 5 and 8, a floral cart will offer customers hand-tied bouquets for every $125 fragrance purchase they make.

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