ITALY. Bvlgari was at the TFWA World Exhibition this week to announce a major new travel retail exclusive collection.
A new push into travel retail, especially hub airports, will go instore in April 2004 featuring light boxes, advertising and other promotional activity in all Bvlgari’s travel retail locations. It will run for a limited period of three months, scheduled to create maximum excitement with further details and press activity to be revealed in January 2004.
Bvlgari has a total of 1,000 perfume doors and 35 branded shops in travel retail as of this year and new stores opened in Munich and Bali Denpasar airports recently. Domestic market stores in Shanghai and Beijing are also opening next month. Every year Bvlgari introduces a unique theme, such as the White Collection in 2002, to bring together its animations and marketing in the channel.
Bvlgari says its products are increasingly being launched in travel retail first, and then go into domestic markets after.
Pictured: The original B.zero1 rings in white or yellow gold went on to inspire new collections of watches and jewellery and the unique packaging for the Omnia fragrance
A Bvlgari spokesperson said: “Since we started with travel editions three years ago, this is our biggest-ever project.”
The company was also in Cannes for the global launch of the Omnia Bain bath line (pictured below) to accompany the Omnia fragrance launched in March to domestic markets.
Omnia – the Latin word for everything – also features a travel retail exclusive steel and gold pendant using shapes similar to the Bvlgari B.zero1 ring launched three years ago. Today the B.zero1 collection, with the Bvlgari logo engraved, also includes the B.zero1 watch using the same ring motif and launched in 2002, and jewellery collections.
Omnia is the main focus currently for Bvlgari Parfums. The new Omnia Bain product range includes a Bath and Shower Gel, Body Lotion and Deodorant available instore in all travel retail locations from June 2004. Omnia Bain takes its inspiration from the same sensual and “gourmande” notes as the original fragrance, such as fresh mandarin extract, almond milk and the energy of maté.
As with the fragrance, the bottles are refined avant-garde objects of design. The materials – sparkling metal and warm amber glass with caramel hues – are finished with Bvlgari-Bvlgari engraved metal caps.
