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The Heinemann’s Choice stage plays host to new exclusives from Dior | |
GERMANY. Heinemann Duty Free has exclusively launched Dior’s “˜Velvet Eyes’ product to travel retail at Frankfurt Airport Terminal 1B. The Velvet Eyes soft patches lend eyelids the appearance of being applied with eyeliner.
Heinemann Duty Free is presenting this “world first” during September and October. Velvet Eyes are otherwise only available in Dior’s own stores.
Katja Diehr, Head of Campaign Management for Fragrances/Cosmetics at Gebr Heinemann, said: “Working together with Dior, we have created a sophisticated world of fragrances, skincare products and make-up for our Heinemann’s Choice stages. The fact that we are the exclusive travel retail market outlet for Velvet Eyes underlines our desire to deliver something unique with our promotions. It is just this type of surprise that we always aim to give our customers – after all, our motto is “˜It has to be Heinemann’.”
During September and October, the Dior fragrance J’adore is the focal point of the Heinemann’s Choice stage in the fragrance area. Heinemann Duty Free and Dior are presenting the world of J’adore, plus there is an opportunity for passengers to view the golden necklace worn by Oscar and Golden Globe winner Charlize Theron in the new J’adore commercial. Just five of these Maasai-style necklaces exist worldwide.
A statement from Parfums Christian Dior said: “Thanks to a fruitful collaboration with Heinemann Duty Free, we were able to bring together in a striking location some key elements of our patrimony, such as the original amphora bottles dating from Mr Dior’s time and the Maasai necklace designed by our jewellery house as a tribute to the present J’adore cap.
“It is also the ideal set-up for our clients to discover the J’adore brand’s new communication while [experiencing] the scent of the new J’adore eau de toilette. We were aiming to create a unique and global customer experience in a unique environment. Thanks to the J’adore podium but also to a professional make up experience and the opportunity to discover our new prestige skincare line, our goal has been reached.”
The Heinemann’s Choice stage also sees Heinemann exclusively present the new Dior Prestige Skin Care range – which will only be available in other stores from the beginning of October onwards. The service offered at Heinemann Duty Free includes comprehensive advice on Dior skin-care and make-up products, with make-up artists also on hand.
Diehr said: “Sales levels show that our concept is popular amongst travellers. Even in the first days, the figures for J’adore alone went up by nearly +300%.”
