LEBANON. Beauté Prestige International (BPI) has reported exceptional results at Beirut Rafic Hariri International Airport, for its debut feminine fragrance from Lebanese designer Elie Saab. The scent, called simply Elie Saab Le Parfum, went on-counter in selected markets earlier this month, and will roll out to wider distribution in September.
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BPI’s debut fragrance from Lebanese designer Elie Saab was launched at Beirut Hariri International Airport this month |
Operator Beirut Duty Free and BPI worked together for months before the introduction, or order to execute an exceptional airport debut, according to the brand. The launch was preceded by a one-month teaser campaign, in the form of a covered gondola in the middle of the fragrances area. Following the reveal, many personalised elements were unveiled in-store, including an eye-catching pillar and visual at the entrance of the departures shop.
Elie Saab Le Parfum is also displayed in the duty free fashion area, and is being highlighted in the two arrivals shops and airport magazine. And Beirut is the only duty free location worldwide to offer a high-end one litre version of the fragrance, which retails at over US$1,500.
According to BPI, during the first two weeks of launch, Elie Saab Le Parfum accounted for more than 10% market share of the airport’s total fragrances business. BPI’s initial yearly sales targets have been achieved in just 10 days.
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