INFLIGHT BROCHURE MONITOR |
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Airline: Emirates Title: Duty Free Frequency: Two times a year Pagination: 160 (including cover) Category allotment: Fragrances: 38 pages (men 16; unisex 2); Cosmetics: 14 pages; Watches: 30 pages; Jewellery: 32 pages; Accessories: 26 pages; Children’s: 6 pages; Spirits: 6 pages; Emphasis on local products: Average Quality of paper: High Picture reproduction/photography: Excellent Pre-order: No Website preview available? No Website sale available: No Source: ©The Moodie Report |
UAE. Offering a strong focus on high-end lines, the 20th edition of the bilingual Emirates Duty Free inflight brochure sets a high visual standard over its 160 pages.
Thirty-eight pages, including 16 for men and two unisex, mark Fragrances as the largest category. As elsewhere, the section begins with a tasteful introductory page listing the brands on offer (33 in this case) and showing artwork for one of them (Escada).
Products are often given full-page treatment, featuring huge, vibrant images. Otherwise, there are never more than two items to a page – though one takes a distinct second billing, occupying the top corner with a much smaller accompanying photo.
Prices are quoted in both US dollars and Dirhams, and the abundance of new onboard items are clearly marked – as are the handful of gwps and Emirates exclusives. There is no reference to the saving on the domestic market price, however.
Product descriptions are a mixture of the poetic and, where required, the functional. So, while Alien edp by Thierry Mugler (page 9) is described as “a non-refillable bottle conceived as a precious stone mysteriously engraved and charged with intense energy,” the Pierre Cardin’s women’s leather wallet (page 128) is accompanied by a more matter-of-fact summary: “In stylish black leather, this compact purse has multiple compartments, including a loose change purse.”
The classy presentation, however, remains constant throughout. Dip into the 14 pages of Cosmetics and there’s an eye-catching picture of L’Oréal Essential Colours make-up palette. Then there are 30 pages of Watches, along with Jewellery (32 pages), Accessories (26), Children’s Delights (six) and Spirits (six).
Choice is ample: there are 18 brands of watches, for instance, ranging in price from an Emirates Logo (Dhs160, US$45) design to the Montblanc Summir (Dhs3,600, US$1,000). Sections are clearly defined and colour-coded in the top corner of pages, and a selection of well-known regional names, like Al Zain (jewellery) and Amouage (fragrances), add a local feel.
On a practical level, duty free allowances across 56 countries are handily listed on the inside front cover, perforated inflight sales request coupons make onboard ordering simple, and there’s a reminder on the bottom corner of each other page about the free gift highlighted at the start.
User-friendly, with a strong incentive to shop (though no accompanying website or pre-order facility), this is a classy publication.
PREVIOUS INFLIGHT BROCHURE MONITORS
Inflight Brochure Monitor: Shopping Extravaganza – 14/12/06
Inflight Brochure Monitor: KrisShop – 29/11/06
