Neiman Marcus is diving nose-first into scent to engage with consumers both online and in stores, through a new subscription fragrance offering and a multi-sensory installation at its NorthPark store in Dallas.
The new offerings come as the fate of the historic Neiman Marcus store in downtown Dallas, a neighbor of the NorthPark store, remains in limbo following Saks Global’s acquisition of the luxury retail chain last year.
Scentbird Subscribers can now Sample Neiman Fragrances
Neiman Marcus has teamed up with fragrance subscription service Scentbird to launch the Neiman’s Select collection, featuring 30 fragrances curated by the luxury retailer, including brands such as Montale, Mancera, Vilhelm Parfumerie, Fragrance du Bois, Acqua di Parma, Mind Games and House of Bo.
Scentbird subscribers can now explore and sample the Neiman Marcus’ luxury fragrance assortment in exclusive 8-ml travel sizes. Every purchase from the Neiman’s Select collection will come with a complimentary fragrance case, and for those who fall in love with a fragrance, Scentbird offers a seamless way to purchase a full-sized bottle directly from Neiman Marcus.
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“We are excited to expand our renowned fragrance experience in collaboration with Scentbird,” said Tatiana Birkelund, VP and General Business Manager for Beauty, Jewelry and Home at Neiman Marcus in a statement. “Neiman Marcus is a top destination for fragrance, and now a new audience of scent enthusiasts can discover a coveted selection from our highly curated assortment.”
The Neiman’s Select offerings also will be featured in Scentbird’s content series, showcasing influencers — including Scent Society, Scentbird’s dedicated community of fragrance enthusiasts and tastemakers — who share how fragrance elevates their daily routines and reflects their unique identities.
“Through this partnership, we are offering our subscribers an exclusive opportunity to experience luxury scents that they might not have encountered before,” said Bettina O’Neill, EVP of Business Development and Merchandising at Scentbird in a statement. “Fragrance has the power to enhance personal style and expression, and this collaboration embodies our commitment to making high-end perfume more accessible, affordable and exciting.”
Mind Games Activation in Dallas Immerses Guests in the ‘Artistry of Perfumery’
One of the fragrance brands included in the Scentbird collaboration, Mind Games, also is upping the in-store ante with a new multi-sensory installation at the Neiman Marcus NorthPark location in Dallas. With the installation, Mind Games, an avant-garde fragrance house inspired by the artistry of chess, aims to transform the traditional fragrance counter into a space for immersion, discovery and storytelling.
The immersive experience, which is open now through May 5, brings the precision of chess to life alongside the artistry of perfumery, allowing customers to explore the raw materials behind the brand’s scents. Visitors will experience the materials in their purest form, smelling each note individually before encountering the full composition.
As part of this experience, Mind Games also will spotlight its Perfumer Extraordinaire collection, which offers a behind-the-scenes look into fragrance creation, with each bottle accompanied by two lab samples of the raw ingredients featured in the composition.
“At Mind Games, every detail — from our sculptural bottles to the intricate compositions of our fragrances — is designed to spark emotion and inspire greatness,” said Marianna Shalbaf, Creative Director of Mind Games in a statement. “The Neiman Marcus NorthPark experience will open the complex world of perfumery to our guests and allow them to step inside the artistry of our brand, immersing themselves in the world of strategy, creativity and scent.”
Throughout the month-long activation, the space also will host a series of events including expert-led fragrance master classes and curated moments to further deepen the connection between scent and strategy.
