Dedcool launches new fragrance with $1 million Mott Street pop-up during NYFW
Dedcool launched its new Mocha Magic fragrance on September 14, backing the launch with a $1 million pop-up shop on Mott Street. The pop-up, set to open September 18 and run for three days, will carry roughly $500,000 of Dedcool products while offering free coffee and snacks. Dedcool also placed advertisements in 2,000 subway cars and installed wheatpaste posters across New York City to support the campaign.
Starting September 8, the brand partnered with The Elk café to sell an $8.75 Mocha Magic latte that includes fragrance samples and a custom drink sleeve. The campaign follows an earlier Los Angeles activation where Dedcool offered an $11 Mocha Magic smoothie at Erewhon stores in August.
“We’ve had a few little activations in the past, but this is the first time one will be open to the public for retail,” Carina Chaz, CEO and founder of Dedcool said.
“When it comes to the pop-up, we want to sell out; we don’t want to bring any inventory back to our 3PL — but that’s a different conversation from selling out on DTC and Sephora. We don’t want to sell out at Sephora; we definitely want to continuously stay in stock and ensure we have enough inventory to support the consumer and their demand,” Carina Chaz, CEO and founder of Dedcool said.
Dedcool is a 10‑year‑old functional fragrance brand sold direct‑to‑consumer and through Sephora, with most fragrances priced at $90. Founded by Carina Chaz in her college dorm room in 2016, the brand has previously used OOH tactics such as billboards and an Erewhon‑branded fragrance smoothie. Earlier this year it launched a Los Angeles activation with an $11 Mocha Magic smoothie at Erewhon stores in August to kick off broader awareness.
What we know
Dedcool launched its newest scent on Monday, September 14
The Mott Street pop-up has a budget of $1 million
The pop-up opens September 18 and runs for three days
The pop-up will stock around $500,000 of merchandise
Dedcool placed advertisements in 2,000 subway cars