Following successful pop-ups in New York and Los Angeles, Gisou is taking in-person activations to a new market.
The brand, founded 10 years ago by Negin Mirsalehi, is debuting its first pop-up in Miami in late April to fete the launch of its latest Tinted Honey-Infused Lip Oils. Mirsalehi said the space took cues from the locale, from palm trees to Art Deco-inspired design elements, as well as the new launch’s campaign dubbed Lippie Island.
“It’s one of the most requested locations by our community. There are so many comments on social for Gisou to come to Miami, and this is the perfect moment,” she said. “When you think of spring, you think of Miami. The city’s tropical weather and iconic scenery make it the ideal backdrop of our current campaign.”
In addition to surprise giveaways and core products available at the space, Gisou has 100 goody bags for the first guests. There will also be a mixologist crafting mocktails on site, as well as exclusive merchandise available.
Though it’s not the brand’s first time popping up in a key market — “Pop-ups and activations have always been a part of our DNA,” Mirsalehi said — the success of past ones have made her bullish on the format.
“They’re a key way for us to connect directly with our community and build brand love all over the world,” Mirsalehi said, noting they are “an incredible tool for relationship-building with our community and creators. When people step into a Gisou space, they instantly connect more deeply with who we are.”
From a content perspective, pop-ups also drive tenets of the brand’s social media strategy, most notably user-generated content, which “extends Gisou’s brand presence far beyond the event itself,” Mirsalehi said.
“We’re obsessed with engagement, encouraging user-generated content and community interactions. By tapping into the natural rhythms of the year, we ensure our products remain fresh and relevant, allowing our community to fully embrace the honey glow at every stage,” she continued.
Mirsalehi herself has north of 7 million followers on Instagram alone, and she reasoned that the brand itself was “truly born on social.” The brand, though, has legs beyond digital. Last year, it was anticipated to top 100 million euros in retail sales, as reported, and has both doubled down on its core category of hair care with the launch of its Honey Gloss Ceramide Therapy Hair Mask and expanded beyond it successfully with the tinted lip products.
“Gisou is growing much faster than I could have imagined,” Mirsalehi said. “Everything we do is driven by our community. From new formulas to new categories, we listen to what our community wants and identify where we can truly add value with our honey-powered products.”