Jean Paul Gaultier's La Favorite pop-up ends in a golden ticket at Sephora

Launch the new women's fragrance La Favorite in a saturated perfume market, for a Maison whose identity is playful, generous and Parisian.

Make scent physical: a perfumed bracelet worn through a Parisian café, an Eiffel Tower set and a photo stage, with a Golden Ticket game that ends at the Sephora counter.

From October 8 to 11, 2026 at La Canopée des Halles: visitors received a scented bracelet at entry, drank mocktails at the Café La Favorite set, photographed a reinterpreted Eiffel Tower, and finished with a bottle-inspired game awarding a Golden Ticket for gifts collectable at Sephora Les Halles.

No traffic or sales figures are reported; the design's stated effect is a phygital bridge — every route through the pop-up ends with a concrete reason to walk into Sephora Les Halles, and the sets are built to be filmed and shared.

To launch its new feminine fragrance La Favorite, Jean Paul Gaultier ran an immersive pop-up at La Canopée des Halles in Paris from October 8 to 11, 2026. The house handed the whole device to Wild Buzz Agency — its partner since 2022, chosen again after a competition against two other agencies — working in close collaboration with Sephora. Wild Buzz's general and creative director Jules Lacombe said the brief was a launch 'généreux, joueur et profondément parisien' — generous, playful and deeply Parisian — in the Maison's image.

The journey itself was a single thread. Every visitor received a perfumed bracelet at the entrance that diffused La Favorite's floral notes throughout, anchoring the scent in memory as they moved. Stops included the Café La Favorite, a Parisian café set in the house's colors serving custom mocktails; a reinterpreted Eiffel Tower with a photo call framed for Instagram and TikTok; and a final game inspired by the La Favorite bottle. Its prize was the Golden Ticket — exclusive gifts to collect at Sephora Les Halles, tying the event directly to the point of sale.

Wild Buzz covered creative conception, production, logistics, influencer activation, content creation and press relations as a 360 mission, with sets and lighting deliberately built for vertical video and selfies. The Sephora partnership supplied retail expertise and foot traffic, converting the event's interest into store visits — a phygital loop in which the pop-up generates the content and the shop closes the sale.

Fragrance cannot be sampled online, so the launch was built as a physical, narrative route rather than a counter display.

Millennial and Gen Z buyers look for experiences they can film and share, so every set was designed as user-generated content.

The Golden Ticket game converted event attendance into store visits, connecting the four-day pop-up to Sephora's retail traffic.

The agency partnership continued: Wild Buzz won again in a three-agency competition, on the strength of its 2022-2026 run with the Maison.

A sample cannot be smelled through a screen, so give the scent a body: one wearable, a few shareable rooms, and a game that ends at the till turn a launch into a route.

The pop-up ran its four days October 8-11, 2026 at La Canopée des Halles; no attendance or sales figures were published. For Wild Buzz Agency, the re-award after an open competition became its proof point in event marketing, and the article framed the device — wearable scent, shareable sets, in-store prize redemption — as a template for luxury activations.