UAE. Penhaligon’s is marking the tenth anniversary of its Portraits fragrance collection with a pop-up at Dubai Duty Free.
The installation combines fragrance discovery, interactive profiling and travel retail-exclusive gifts with purchase. It is supported by a campaign targeting passengers travelling to Dubai International Airport (DXB) by Uber. The animation is located in Concourse D, Terminal 1 and will run until the end of December 2026.
The Dubai animation centres on The Who’s Who of London campaign, which revisits the fictional characters and relationships behind the Portraits collection while introducing new additions to its cast.
The anniversary collection is centred on The Manoeuvres of the Baroness Eau de Parfum, whose character is presented as a social strategist and keeper of the family’s secrets. The fragrance combines orange blossom, a Chantilly accord and sandalwood.
It comes in the Portraits’ signature bottle with animal-head cap.
In addition, the tenth anniversary collection offers four richer interpretations of existing fragrances. These are The Tragedy of Lord George Intense, The Blazing Mister Sam Intense, Changing Constance Intense and The Coveted Duchess Rose Intense.
Puig has partnered with Uber for a pre-trip engagement campaign with journeys bound for Dubai International Airport introducing travellers to the Baroness character ahead of arrival.
At the Dubai Duty Free pop-up, Penhaligon’s lion motif has been reimagined with wings for the travel retail setting. An interactive fragrance profiling card game helps passengers discover the Portraits character and scent that best match their personality, while a Polaroid photo opportunity provides a keepsake.
Travel retail-exclusive (TREX) gifts with purchase include Dubai-inspired tote bags, passport holders and luggage tags featuring the winged lion.
Puig Global Travel Retail President Felipe Grant Lopes commented: “Travel retail is more than a sales channel; it is a platform for brand discovery, consumer recruitment and engagement. With this campaign, we have reimagined the consumer journey from start to finish, creating meaningful interactions before, during and throughout the airport experience while bringing the world of Penhaligon’s Portraits to life in an exclusive way.” ✈
