EUROPE. Coty Travel Retail has partnered with Gebr. Heinemann to launch My Fragrance Garden, an experiential pop-up campaign that reimagines scent discovery through the lens of sustainability, education and innovation.
My Fragrance Garden opened this month at Copenhagen and Berlin Brandenburg airports, with a Frankfurt Airport debut set for early 2026. The concept brings Coty’s Beauty that Lasts sustainability roadmap to life while highlighting five of its core brands: Hugo Boss, Burberry, Calvin Klein, Chloé and Marc Jacobs.
The concept was designed to immerse travellers in the five core pillars of Coty’s sustainable fragrance strategy: Upcycled Alcohol, Upcycled Ingredients, Eco-Designed Packaging, Fragrance Refills and Fragrance Drop Samplers. Each pillar is illustrated through product innovations across the five brands, tactile displays, QR code-enabled storytelling and digital content.
At the heart of the pop-up is an interactive garden-themed circular display table framed by arched brand showcases surrounded by floral and botanical arrangements. The space evokes a garden environment while integrating Coty’s eco-conscious practices.
Upcycled Alcohol is represented through Coty’s partnership with carbon-recycling specialist LanzaTech, which enables the use of captured emissions to produce high-purity alcohol with near-zero water consumption.
Upcycled Ingredients is showcased through the use of turpentine in CK One Essence, sourced as a byproduct from the paper industry. It is also reflected in the use of upcycled Cedarwood Virginia, derived from leftover wood chips, in Calvin Klein Eternity for Women. Eco-Designed Packaging is demonstrated by Coty’s commitment to using less and better packaging and promoting circular and lower-impact solutions.
Fragrance Refills is reflected through Coty’s efforts to advance circularity. For example, choosing a 150ml refill of Burberry Goddess Eau de Parfum (50ml) reduces packaging weight by up to -68%. This translates to -75% glass reduction, -54% metal, -44% plastic and -30% cardboard. The calculations are based on one 150ml refill and one 50ml bottle of Burberry Goddess Eau de Parfum instead of four 50ml bottles.
The Fragrance Drop Samplers pillar features prominently in the activation, providing a precise, touchless, low-waste alternative to traditional sprays.
Gebr. Heinemann Director, Purchasing Beauty Britta Hoffmann commented: “Our partnership with Coty is driven by shared ambition and a joint commitment to sustainability. With My Fragrance Garden, we are proud to bring this commitment to life – combining innovation, responsibility and a unique travel retail experience for our customers.”
“The launch of My Fragrance Garden is further testament to how sustainability is Coty’s ultimate driver of innovation,” said Coty Global Travel Retail Senior Vice President Mette Engell.
“This exclusive installation is a dynamic, exciting manifestation of our ‘Beauty That Lasts’ strategy, enabling travellers to engage with our fragrance creations in meaningful, educational ways and understand how we develop products that embody both desirability and sustainability.”
Gebr. Heinemann Managing Director at Berlin Brandenburg Airport Steffen Jopp said: “We are incredibly proud to host My Fragrance Garden at Berlin Brandenburg Airport.
“ This unique activation transforms travel time into a sensory experience, highlighting sustainability and innovation in a captivating setting. Experiences like this at the point of sale are becoming essential for capturing attention and driving engagement.
“A heartfelt thank you to all partners and teams involved. We look forward to welcoming travellers and creating memorable moments together.”
“As a retailer, we are in a position between supplier and consumer, raising the importance of collaboration to increase sustainability at the point-of-sale,“ added Gebr. Heinemann Director, Legal, Compliance & Sustainability Saskia Möller.
“In doing so, the awareness-raising and education of shoppers is crucial, therefore playing an important part in our sustainability strategy. My Fragrance Garden perfectly contributes to this by shedding light on sustainability product credentials and attracting shoppers to learn more in a playful, exciting way.” ✈
