French premium fragrance brand Bienaimé has launched a pop-up store, dubbed “The Cabinet of Scented Memories,” at Shanghai’s Jing’an Kerry Centre. This marks the brand’s first offline presence in Shanghai. Inspired by the bygone elegance of Paris, the pop-up showcases perfumes, hand creams, solid fragrance balms, and skincare items. Bienaimé was founded in Paris in 1935 by perfumer Robert Bienaimé. The brand gradually faded from the market following his passing in 1960. In 2019, Cécilia Mergui discovered a vintage Bienaimé powder compact at a flea market, sparking the initiative to revive the brand. Bienaimé returned to the market in 2021.