INFLIGHT BROCHURE MONITOR |
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Airline: Qatar Airways Title: Inflight Duty Free Frequency: Two times a year Pagination: 132 pages (plus covers) Category allotment: Luxury & fashion: (including advertising) 8 pages; Ladies fragrance: 28 pages; Cosmetics, skin care, nails: 25 pages; Gents fragrance: 20 pages; Arabic fragrance: 3 pages; Jewellery: 10 pages; Sunglasses: 1 page; Watches, 6 pages; Travel accessories: 8 pages; Kids: 2 pages; Souvenirs: 4 pages; Liquor: 7 pages; Cigarettes: 5 pages Emphasis on local products: Strong Quality of paper: Very high Picture reproduction/photography: High class Pre-order: No Website preview available? Not of full brochure. Broad details at www.QatarAirways.com Website sale available: No Source: ©The Moodie Report |
QATAR. Qatar Airways’ new Inflight Duty Free magazine is one of the most ambitious seen in the business.
The 132 page (plus covers) edition features a range of innovations, airline exclusives and a packed line-up of new items across all categories.
As with its predecessor its most striking feature is the high quality transparent art paper used as content pages to introduce different category sections.
What stands out throughout the new edition is the elegance of the fonts, the layout and design. Overall it is a beautifully conceived and executed inflight catalogue expression.
Inflight Duty Free – Your Personal Shopping Guide features a full page front cover for Armani Code, the Giorgio Armani fragrance. The back cover slot is held by skincare line Freeze 24-7 and an inside back double page spread by Nokia.
It then dedicates its opening double page spread to the retailer’s own competition – run in association with Traveller Limited – in which consumers who spend QR730/US$200 onboard have the chance to win US$30,000.
Qatar Airways has become synonymous with super-premium Chopard writing instruments and once again the new edition majors on the brand. It begins with a Qatar Airways inflight exclusive – the Chopard C Pen, priced at QR2,590/US$710. The striking black resin cap features the letter C set in diamonds. Two other Chopard writing instruments, one in striking pink, and two mobile phone straps are also listed.
A stunning double page spread of Chopard scarves then follows featuring a canvas of colourful product visuals.
Continuing the luxury feel, an Escada evening bag is the next item, retailing for QR2,100/US$575. Then follows Montblanc (cufflink and a Starwalker pen) and new items from Ivan Do Zmi – a black leather bracelet with silver top and gold and a Star Pendant with a Diamond Stone. Also new is the Organza Starburst Wrap (QR139/US$36) in 100% silk.
Next is the core fragrances category, beginning with a full page Chanel Allure Sensuelle advertisement and the art paper introductory page listing 22 brands ranging from Agent Provocateur to Yves Saint Laurent. Including advertising the section covers 28 pages. Each editorial page is elegantly divided into nicely-aligned, clean and consistent visuals (two items per page), and tri-lingual product description. All advertising is carried on left hand pages.
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From Chanel to Chopard it’s luxury all the way onboard Qatar Airways |
New items include Chanel Allure Sensuelle, Dior Addict 2, Forever and ever Dior, J’adore Summer, Burberry London Women, Estée Lauder White Linen, Armani Code, Gucci Envy me 2, Vera Wang Woman, La Praire Silver Rain, Christian Dior La Collection Femme, Hugo Pure Purple, Salvatore Ferragamo Incanto Charms, Givenchy Lovely Prism, CKOne Summer and Azzaro Visit for Women.
Next the reader moves into cosmetics, skin care and nails. Again this is a blockbuster 25 page section spanning 16 brands from Bobbi Brown to Yves Saint Laurent. Once more there are plenty of new and/or exclusive items onboard. Yves Saint Laurent, for example offers a product specially-created for the airline’s high-end users, called Your Secret Luxury as well as a new listing for Mascara Volume Effect.
New onboard are Smashbox Lip and Eyelid Primer; Dior Travel Studio Make-Up Palette; Bobbi Brown Nude on Nude Palette and Shimmer Long Wear Eye Liner Duo; Pout Plum (Bubblegum) – an interesting newcomer voted best new make-up product by Cosmetic Executive Women UK last year; Revlon Unforgettable Eyes – Fabulash; and Clinique Moisture Surge, True Bronze Shimmering Tones Bronzing Powder and Radiant Bronze Face & Body Tinted Self Tanner.
Also making their debuts are Dior Capture Totale; L’Oréal Duo Volume Shocking Mascara; and Freeze 24-7 Anti Wrinkle Cream and Plump Lips Transparent.
Gent’s fragrance embraces 23 brands from Azzaro to Versace over 20 pages. There’s a strong mix of onboard exclusives and new listings. The latter include: Dunhill Pure; Versace Man Eau Fraiche; Vera Wang; Salvatore Ferragamo Incanto pour Homme Essential; Hermes Terre D’ Hermes; Hugo Boss Boss Selection; Ralph Lauren Polo Black; Cacharel Amor pour Homme and Azzaro Bright Visit.
As always Qatar Airways stays loyal to its national and regional roots, featuring a dedicated Arabic fragrance section. This includes four lines, Al Qurashi Dehen Aloud Al Malaki and Mix of Maaka, and Designer Shaik’s Eau de Parfum for Men and Women.
Next up is a tri-category, jewellery, watches and accessories, featuring items from Ella Morissa, Folli Follie, Misaki, Swarovski, Swatch and Toscow. Most are established favourites though new onboard are Toscow Ocean Sparkle, an 18k White Gold and Diamond Cultured Pearl Pendant; a Misaki Maryline Necklace and Classical Earrings; the Misaki Pendant “˜Splash’ and earring of the same name; Swatch Bijoux Lustro Jewellery necklace and bracelet and an Ella Morissa Rising Sun 925 Silver Pendant with Necklace.
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Spend US$200 and have the chance to win US$30,000 |
Watches, sunglasses and travel accessories are another key section featuring 11 diverse brands from Folli Follie to Apple to Braun to Tumi. New items include Folli Follie’s Charm Bracelet Watch and “˜Fun & Fashionable’ Black Dial Black Rubber Strap Watch; Swatch Aquastones Skin watch and the Apple iPod 30GB. From Scorpio comes the Travel Easy Electrical Adaptor; ST Dupont offers a 1GB USB Key Chain and Tumi introduces its computer kit for frequent travellers.
There’s more – Nokia BH-300 and BH-800 Bluetooth Headsets and a Nokia HF 35w hands free car kit.
Kids and souvenirs come next, including a range of in-house Qatar Airways merchandise and kid’s items from Kaloo and Russ. Among the various die-cast metal airplane models is a dedicated 15th Asian Games (being held in Doha next month) model. Qatar Airways also offers a range of own-label product including watches, playing cards and baseball cap.
Liquor kicks off in style with a full-page advertisement for ultra-premium Rémy Martin Louis XIII Cognac, listed onboard for QR1,535/US$420. Other items carried are Chivas Regal 12yo, Baileys Irish Cream (50cl), Bombay Sapphire gin, and Johnnie Walker Blue, Black and Red Label. The cigarettes offer features Marlboro Red and Lights, Winston Lights and Chinese brand Chunghwa (QR110/US$30 compared with Marlboro at QR45/US$12).
OUR VERDICT: This is not only first-rate onboard retailing but also publishing from the top drawer. It has the feel of a top-quality upmarket women’s glossy that reaches out with very strong brand and consumer images and advertising. The art paper dividers are a glorious touch and let the travelling shopper know instantly that here is more than a run-of-the-mill brochure.
The offer is strong and diverse – a big increase in cosmetics this time round is noticeable – and there’s a really eclectic mix of items. From a 50cl PET bottle of Baileys at US$7 to US$420 for Rémy Martin Louis XIII Cognac (5cl – Ed), there’s a price-point for everyone, reflecting this fast-growing airline’s ever-broadening passenger mix.
The brochure (magazine is a better description) is expertly signposted by section and sumptuously executed. In a word – outstanding.
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