William Grant & Sons has teamed up with DFS at Singapore Changi Airport for a quirky Hendrick’s Gin promotion, which runs until 31 December.
A Hendrick’s Barber Shop has been set up in the DFS store at Changi’s Terminal 3 transit area to provide “the ultimate grooming service” for the moustached traveller. A wide variety of stick-on styles are also available for clean-shaven travellers who want to partake in the fun.
“At Hendrick’s, we celebrate the eccentricity, individuality and, dare we say, madcap nature imbued by our gin. For travellers seeking their dream moustache, daily dose of curiosity and peculiar refinement, Hendrick’s provides the perfect solution,” said William Grant & Sons Asia-Pacific Travel Retail Director Scott Hamilton.
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Besides the barber shop set up, the DFS Changi promotion features some of Hendrick’s Gin’s signature quirky items such as a bathtub and Victorian-themed furniture | |
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(Left) The moustached “˜barber’ and his assistant suit up for their grooming mission; (Right) William Grant & Sons Asia-Pacific Travel Retail Director Scott Hamilton (left) in the barber’s chair with his new and immaculately groomed moustache | |
To add to the excitement, a couple of games have been introduced as part of the promotion:
The Man-on-Wire – “Impeccable moustache grooming requires great precision” is the premise of this game; participants have to successfully navigate a pair of trimming scissors across the moustache wire to win a prize.
The Fishing Game – Give a man a shave and he’s clean for a day. Teach him to fish and watch his moustache grow; participants win a prize if they can fish out the cards with a showerhead fishing rod.
“It is the time for change for travel retail in Asia. We are putting the charm and adventure of travel back using the long-forgotten moustache,” Hamilton enthused.
Customer response from the promotion since its 1 November launch has been highly positive, he added. “We were initially apprehensive of Asian travellers, who are relatively shy, not subscribing to our highly interactive way of brand immersion and unusual way of driving footfall to store. But so far, we have had a high level of participation from all nationalities.
“Current sales of Hendrick’s Gin at the barber shop have been phenomenal and we see Hendrick’s Gin paving the way for more excitement in travel retail globally.”
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Hendrick’s ups the fun factor with games such as The Man-on-Wire (top and middle left) and The Fishing Game (middle right and above) |
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