“We need moments like these to get to know our female customers,” says Marionnaud. With this in mind, the perfume and fragrance business is taking up residence in two Good News cafés in Paris until December 10.

Marionnaud is unveiling two pop-ups “conceived as convivial interludes, designed to strengthen its physical presence, drive footfall, and partner with a French player sharing the same values of proximity and optimism,” notes the French beauty specialist. The temporary spaces will be located at 94 Rue Montmartre, in the second arrondissement, and at 7 Boulevard de la Madeleine, in the first arrondissement.

Founded in 1984, Marionnaud now operates 385 stores in France. Under the leadership of Kulvinder Birring, the retailer is pursuing a strategy focused on modernising its network and strengthening customer relations. The brand’s turnover amounted to €573 million in 2023, the latest figure available, although the company does not officially disclose its financial performance. These pop-ups are part of this momentum, sitting somewhere between commercial experimentation and on-the-ground engagement.

According to Clémence Courquin, head of marketing, this collaboration is part of a 360° campaign combining social media activations with a physical rollout. “Today, we’re seeing the power of beauty-and-coffee alliances,” she emphasises. The two brands, both French, are bringing their worlds together and cross-pollinating their audiences to reach a broader customer base while nurturing their brand DNA.

In practical terms, Marionnaud and Good News are pooling their databases to increase the number of touchpoints, attract new customers, and raise their visibility. The initiative also includes the distribution of oversized gifts, designed to create surprise and spark engagement.

In short, it is a partnership conceived as a lever for commercial momentum, with each brand putting its expertise at the service of the other to maximise impact throughout the duration of the initiative.