UK/UAE. Family-owned fragrance company Puig has unveiled two festive animations for premium niche brand Penhaligon’s at London Heathrow and Dubai International (DXB) airports, with Dufry and Dubai Duty Free respectively.
Launched ahead of the holiday season, the pop-ups underline Puig’s commitment to growing the niche fragrance category in travel retail. They also seek to underline Penhaligon’s gifting appeal during the busy Christmas period.
“Penhaligon’s is going from strength to strength in travel retail EMEA and has recorded impressive results despite the impact of COVID-19,” commented Puig Travel Retail Europe, Middle East & Africa General Manager Marvin Blumer.
“The brand’s popularity is testament to its compelling product offer and unique storytelling which are clearly resonating with travellers searching for niche fragrances – a sub-category that is growing faster than the overall fragrance market. Puig is committed to championing the niche fragrance category in travel retail and Penhaligon’s has a leading role to play in driving further expansion.”
Creating memories
The Penhaligon’s ‘Purveyors of Sweet Smelling Memories’ pop-up at London Heathrow Airport Terminal 5, launched in partnership with Dufry company World Duty Free, opened in early November and will run until the end of December.
The space was designed with a festive red and gold colour palette, covered in candy canes and sweets. Fragrance sommeliers, dressed in red nutcracker outfits, are on site to offer Penhaligon’s fragrance profiling service.
Penhaligon’s full assortment is showcased at the pop-up, providing travellers with a vast array of gifting options. It also offers special festive Christmas packaging. An engaging hat box game adds retail theatre to the animation and gives customers the opportunity to win a special gift with purchase.
The Portraits Collection at DXB
With Dubai Duty Free at DXB, Penhaligon’s is hosting a high-profile animation at at Concourse CD Circle 3. The pop-up, which runs through early December, immerses travellers in Penhaligon’s popular Portraits Collection and invites them to discover the range via digital screens.
An oversized Lord George fragrance bottle is the centrepiece of the pop-up, which is supported with large digital screen advertising on top of Dubai Duty Free’s store in Terminal CD.
Innovative digital tools, such as Penhaligon’s Fragrance Profiling and Magic Monocle self-discovery technology, elevate the shopping experiences at both airports. Magic Monocle is a self-discovery tool that tells the story of each Penhaligon’s fragrance. Customers can activate the tool by scanning Penhaligon’s fragrance bottles on their phone.
The Magic Monocle will then reveal key ingredient and olfactive information for each fragrance. It also gives fragrance recommendations based on consumer preferences.
