- 📢WhatL'Oréal, the French leader in beauty and cosmetics, staged a pop-up at Cremerie de Paris.
- 📍WhereCremerie de Paris N°1 · 11 rue des Déchargeurs — angle 15 rue des Halles, 75001 Paris
- 📅WhenSaturday, 3 March 2018
- 🚊Getting thereChâtelet–Les Halles (RER A·B·D, M1·4·7·11·14), exit N°1 Marguerite de Navarre
- ✨Did you know?A place tied to the child Louis XIV, Coco Chanel and the first Paris internet café — where Steve Jobs once came by.
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L'Oréal at Cremerie de Paris
L'Oréal took over Cremerie de Paris N°1 and N°6 — probably the world's most iconic pop-up store location, in the heart of the 1st arrondissement, where brands from around the globe unveil their latest creations. Discover the full story and pictures on the official Cremerie de Paris page.
L'Oréal
L'Oréal, one of the world's most important cosmetics companies, was created in 1909 by Eugène Schueller (1881–1957). Everything began in a small apartment in the 1st arrondissement, at 3 rue d'Alger — next to rue de Rivoli and the Tuileries Gardens — where Schueller made his products himself. The apartment is a 10-minute walk from Cremerie de Paris, along rue de Rivoli.
Eugène Schueller went on to open a school for hairdressers on rue du Louvre, not far from Cremerie de Paris and the Les Halles food market. In 1922, Liliane Schueller (1922–2017), the founder's only child, was born. As Liliane Bettencourt, she brought great stability to L'Oréal — and Cremerie de Paris had the chance to meet her twice. Today L'Oréal is one of France's most famous brands. Discover the fascinating history of L'Oréal ↗
Stylista
L'Oréal Stylista is a line of hair-styling products designed to help users easily create trendy, salon-worthy looks at home. The collection features tailored products for different styles, such as heat-protectant blow-dry creams, braid milk, sleek serums and beach-wave mists.
The Pop Up Store
For the launch of Stylista, a pop-up store was organised at Cremerie de Paris during Fashion Week. While Cremerie de Paris N°1 hosted the Pop Up, Cremerie de Paris N°6 became a photo studio. The event was organised by Thibault David and Camille Berthon, from the agency Saendwich.
Interactive Features and Activities
The pop-up focused heavily on consumer experience, offering the public free access to professional styling and immersive thematic entertainment.
Runway Hairstyling — Professional L'Oréal hair stylists were on-site to recreate eight distinct runway looks — including braids, beach waves and sleek hair — completely free of charge, with no advance booking required.
Immersive Theme Rooms — Each hairstyle was paired with a unique interactive workshop or installation. Braid enthusiasts could step into a boxing-themed area, a ball pit was built for those opting for top-knot buns, a surf-lesson setup accompanied beach waves, and a swing-seat session was designed for sleek hair.
Exclusive Cocktail Party
The evening before the Pop Up Store opened, Cremerie de Paris hosted a high-class cocktail party for fashion influencers, international fashionistas and media figures travelling to Paris for Fashion Week.
The L'Oréal Pop Up was so spectacular, it turned into a permanent “online”
Tourist Attraction
When a Cremerie de Paris Pop Up Store is well done, something unique comes with it. The Expo becomes part of the history of a landmark that is a crossroads between past and future — the same place that saw every Bourbon King of France walk through its courtyard at VB (Hôtel de Villeroy-Bourbon) was, at the very dawn of the Internet, an avant-garde Internet café. The L'Oréal Pop Up Store continues to be admired from the homepage of VB.com — the only "two-letter dot-com" in the world connected to a Pop Up Store / Museum location. Thus L'Oréal becomes an online tourist attraction on a prestigious "Visit" tourism website. Internet Users and Paris Lovers will keep discovering the L'Oréal event through time.
L'Oréal TV commercial — Elvive Glycolic Gloss, a shine glaze for silky hair, starring Ariana Greenblatt, filmed on Place Vendôme.
L'Oréal TV commercial — Elvive Hydra Hyaluronic, starring Kendall Jenner, filmed on the Pont Alexandre III (between Paris 8th and Paris 7th).