UAE. Puig has partnered with Dubai Duty Free and JCDecaux in a pop-up for niche fragrance brand Penhaligon’s at Dubai International (DXB).
The Concourse D space is open until December 2022. Puig and Dubai Duty Free said that the pop-up underlined their commitment to unleashing the Penhaligon’s brand’s full potential and developing the niche fragrance category at the world’s busiest international airport.
The pop-up brings the British brand’s storytelling to life in an immersive space that combines exclusive gifts-with-purchase, sets and gift wrapping.
The pop-up is based on the brand’s Portraits fragrance family, inspired by the secrets and scandals of British aristocracy. With the aim of offering an engaging customer experience, the pop-up is animated with offers on various Penhaligon’s fragrances. The promotion features Penhaligon’s digital tools such as fragrance profiling.
Also included is the Magic Monocle, a self-discovery tool that enables customers to discover the story behind every Penhaligon’s fragrance by scanning a fragrance bottle with their phone.
Key ingredient and olfactive information is presented for each fragrance, allowing consumers to explore the product along with recommendations based on their preference.
Awareness of the pop-up, and the Penhaligon’s brand, has been generated via a campaign, which launched earlier this year, featuring multiple UAE-based influencers. The campaign focuses on the availability of Penhaligon’s fragrances at DXB, with a video-first format and travel theme. It is available on Instagram with the #travelwithpenhaligons hashtag.
Dubai Duty Free Senior Vice President Purchasing Sharon Beecham said: “In collaboration with Puig, we are committed to unlocking the full potential of Penhaligon’s and the wider niche fragrance category – the fastest-growing fragrance segment in Middle East travel retail – through compelling retail offers and experiences.
“The pop-up strengthens our partnership with Puig and we look forward to welcoming travellers to the immersive space, where they can discover exclusive products and the brand’s unique personality.”
Puig Travel Retail EMEA General Manager Marvin Blumer commented: “Together with Dubai Duty Free, we identified Concourse D as the perfect terminal to install the pop-up space given the great affinity between the passenger profile and Penhaligon’s target consumer.
“The opening – a milestone in the collaboration between Penhaligon’s and Dubai Duty Free – underlines Puig’s commitment to developing Penhaligon’s in travel retail by strengthening the brand’s presence in key niche fragrance markets and elevating the shopping experience through retail excellence.”
*Click here for news of the latest passenger traffic figures at DXB, which has just posted its busiest quarter since 2020, handling 13.6m passengers in Q1. This is the second consecutive quarter when passenger traffic at DXB has passed the ten million mark.
On location at DXB
The Moodie Davitt Report Chairman Martin Moodie was on location at DXB today and snapped the pictures below of the Penhaligon’s pop-up.
