Cult Gaia

Cult Gaia

LOCATION

New York City

ABOUT

To celebrate the launch of Cult Gaia’s debut fragrances at Sephora, we brought the brand’s sculptural, sun soaked world to the streets of SoHo with a pop-up right outside the Sephora store. Together with Go Greek, we created a frozen yogurt menu inspired by the fragrance notes, so guests could taste each scent before they tried it on. Served from our Citroën, the activation drew in passersby, fragrance lovers, and a lineup of influencers. Cult Gaia’s founder, Jasmin Larian, also attended to celebrate the launch in person.

A Scent Worth Savoring

4K+
[Foot Traffic]
4.2M+
[Social Impressions]
950K+
[Online Impressions]
$245K
[Earned Media Value]

The Challenge

Cult Gaia built its name on iconic bags, apparel, and accessories, so moving into fragrance meant introducing a new category to a loyal fan base and a new audience. The brand needed a launch moment that matched its artful, elevated aesthetic while getting people to try the scents and buy them at Sephora. In a neighborhood as saturated with pop-ups as SoHo, the experience had to be unexpected enough to stop people mid-stride and shareable enough to carry the launch online.

The Approach

We set up our Citroën just steps from Sephora’s SoHo doors, putting the experience directly in the path to purchase. In partnership with Go Greek, we developed a frozen yogurt menu with each flavor inspired by a Cult Gaia fragrance, turning scent discovery into something guests could taste. Guests sampled the fragrances, enjoyed froyo, and were guided inside Sephora to shop the new collection. The founder’s appearance and an influencer guest list added star power and drove real time social content throughout the event.

Our Process

CULT GAIA POP-UP EVENT - CULT GAIA SEPHORA - BRANDED CITROEN
CULT GAIA POP-UP EVENT - CULT GAIA SEPHORA - BRANDED CITROEN
CULT GAIA POP-UP EVENT - CULT GAIA SEPHORA - BRANDED CITROEN

A Launch You Can Taste

By pairing each Cult Gaia fragrance with a custom Go Greek froyo flavor, we gave guests a new way to experience scent, one that started on the palate and ended on the skin. Positioning the pop-up right outside Sephora SoHo made the path from discovery to purchase seamless, with guests moving from sampling straight into the store to shop the collection. The result was a launch that felt as fresh and unexpected as the brand itself.

From Sidewalk to Spotlight

With Jasmin Larian on site and influencers capturing every moment, the pop-up quickly became one of SoHo’s most talked-about launches. Social feeds filled with froyo cups, fragrance bottles, and Citroën backdrops, extending the activation’s reach well beyond the block. The result: a high-impact debut for Cult Gaia’s fragrance line, strong in-store momentum at Sephora, and a buzzworthy introduction of a new category to a devoted community.

CULT GAIA POP-UP EVENT - CULT GAIA SEPHORA - BRANDED CITROEN
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CULT GAIA POP-UP EVENT - CULT GAIA SEPHORA - BRANDED CITROEN
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CULT GAIA POP-UP EVENT - CULT GAIA SEPHORA - BRANDED CITROEN
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