INTERNATIONAL. Coty Travel Retail has pre-launched Gucci Flora Gorgeous Orchid Eau de Parfum in global travel retail, ahead of its global roll-out in domestic markets.
This exclusive pre-launch positions travel retail as the premier channel for the new fragrance, offering travellers across the Americas, Europe and Asia Pacific an early opportunity to experience the latest addition to the Gucci Flora collection.
In the Americas, Coty has partnered with DFS Group and Motta International to launch garden-inspired pop-up spaces at key airports.
Travellers can explore the fragrance in Terminal 4 of New York John F. Kennedy International Airport, the Tom Bradley International Terminal at Los Angeles International Airport and Terminal 1 at Tocumen International Airport in Panama. These pop-ups offer a comprehensive 360-degree omnichannel experience, highlighting Gucci Beauty’s multi-axis portfolio.
The animations are centred on an olfactive experience, highlighting the Alchemist’s Garden collection and Gucci makeup products. Other highlights include personalisation services such as engraving and gift-wrapping.
In Asia Pacific travel retail, Coty has pre-launched the Gucci Flora Gorgeous Orchid scent at key airports and downtown duty-free locations in India, Thailand, South Korea, Singapore and key cities across China, including Shanghai, Beijing, Hong Kong and Macau.
The scent is available with Mumbai Duty Free at Mumbai International Airport, Delhi Duty Free at Delhi International Airport, King Power Duty Free at Bangkok Don Mueang Airport, and Sunrise Duty Free at Shanghai Pudong International and Beijing International airports.
It is available with The Shilla Duty Free at Hong Kong International Airport and in downtown Seoul, Korea with The Shilla Duty Free and Shinsegae Duty Free. It is also available at Singapore Changi Airport with The Shilla Duty Free.
The Gucci Flora Gorgeous Orchid pop-up at DFS Macau Galaxy is a standout location and offers a holistic immersive digital experience. Visitors can explore the fragrance’s story and discover the Gucci Flora campaign created by Gucci Creative Director Sabato De Sarno.
The campaign stars Gucci Flora Brand Ambassador American singer/songwriter Miley Cyrus set against the backdrop of the Hollywood sign in Los Angeles.
In European travel retail, the Gucci Flora Gorgeous Orchid Eau de Parfum has pre-launched at Milan Malpensa, London Heathrow, Josep Tarradellas Barcelona-El Prat, Paris Charles de Gaulle (CDG) and Istanbul international airports.
The European pop-up campaign includes best-in-class retail activations and dynamic retailtainment elements. At Paris CDG, Coty has launched an exclusive 3D digital OOH installation, offering travellers immersive interactions with the fragrance.
Gucci Flora Gorgeous Orchid Eau de Parfum is a vibrant blend of vanilla and marine accord. It is presented in a radiant yellow bottle that comes in three sizes – 30ml, 50ml and 100ml, along with a 10ml pen spray.
This exclusive travel retail pre-launch underlines Coty’s commitment to creating memorable and engaging experiences for global travellers, reinforcing the importance of travel retail as a key avenue for premium beauty launches. ✈
