UK. L’OCCITANE en Provence partnered with Dufry yesterday to host a glittering VIP event in its flagship store in Regent Street, London.
The ‘Embark on a Scented Journey to Provence’ event welcomed 30 Red by Dufry VIP members. It took them on a multi-sensorial journey that highlighted the brand’s fragrance portfolio and gifting appeal.
The Moodie Davitt Report Publisher Irene Revilla was on location for the event and was the sole travel retail media in attendance.
The event invited the VIPs to discover L’OCCITANE en Provence’s Verveine, Néroli and Orchidée and Cherry Blossom fragrances through a short presentation and a range of experiences.
This included indulgent hand massages, perfume bottle personalisation and sustainable gift wrapping.
Each of the three fragrances was introduced with complementary drinks and canapés that enhanced the scent. Cherry Blossom was presented with cherry macarons and a cherry shot.
Néroli and Orchidée was showcased with a goat cheese and orange blossom canapé alongside a mandarin orange blossom shot. Verveine was presented with a grapefruit cocktail and a jasmine tea shot.
Dufry noted that niche fragrances and haircare are currently their two fastest-growing beauty sector categories.
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