AMERICAS. Duty Free Americas (DFA) has underpinned its mounting status as a beauty partner of choice with a series of immersive, experiential fragrance pop-ups and ‘red carpet’ activations at key airport locations across the Americas through November.
These feature a combination of niche and global brands, bringing to life limited-edition releases through engaging activations and demonstrations. Vibrant digital displays invite passengers to discover each fragrance, with DFA’s Beauty Ambassadors on hand to provide expert guidance.
This “concierge approach” allows for a highly personalised service featuring sampling and trend-led advice, DFA said.
Brands featured in the November activations include Narciso Rodriguez, Montblanc, Jimmy Choo, Dior and Givenchy.
A world of fragrance exploration
Each of the fragrance pop-ups across the Americas region immerses passengers in bold, distinctive brand universes.
Dior J’adore l’Or comes to life with DFA at Punta Cana International Airport, Dominican Republic. Dior embodies the fragrance through the use of impactful screens and bold flower motifs within the shop-in-shop there and through a full media takeover at Miami International Airport.
At Miami International, Hartsfield-Jackson Atlanta International, Tocumen International and Punta Cana International airports, shoppers are invited to discover All Of Me by Narciso Rodriguez, the Shiseido-owned fragrance house.
DFA has partnered with Montblanc at Miami International airport and Hartsfield-Jackson Atlanta International to present Montblanc Explorer Platinum through pop-ups that reflect the expression’s vibrant visual identity.
In five stores at Miami International, passengers are invited into the universe of Jimmy Choo Rose Passion.
The November activity is completed by a partnership with Givenchy at Tocumen International Airport Terminal 2 in Panama with a pop-up beauty kiosk featuring the new Givenchy L’Interdit Rouge Ultime notable for digital screens and a dedicated sampling countertop.
“Duty Free Americas has built a reputation as a force across the beauty category, and I’m proud of our work developing this rich series of activations,” said Duty Free Americas Vice President Joseph Falic.
“We’re ahead of the curve when it comes to the latest beauty trends and customer needs. Our knowledgeable store staff offer the utmost in personalised shopping through our beauty concierge service, and I’m delighted that we’re able to roll out our approach with our fragrance partners this November.” ✈
