CHINA. Puig has partnered with China Duty Free Group to host a multi-brand space for niche fragrance brands Penhaligon’s and L’Artisan Parfumeur at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The counter marks Penhaligon’s first point-of-sale in Hainan and L’Artisan Parfumeur’s first point-of-sale in Asia Pacific travel retail.
The opening marks a milestone in the expansion of Puig’s niche fragrance business in travel retail hotspot Hainan and the wider Asia Pacific region.
The counter offers an elevated shopping experience using innovative digital tools such as fragrance profiling and Penhaligon’s Magic Monocle.
The Magic Monocle is a self-discovery tool that enables users to discover key ingredient and olfactive information across Penhaligon’s range simply by scanning the fragrance bottle with their phones.
The Magic Monocle also provides fragrance recommendations based on consumer preferences. At the counter, customers can personalise their purchases via a free engraving service, enhancing the gifting appeal of both brands.
The multi-brand counter seeks to highlight the power of Puig’s fragrance portfolio. It was designed to appeal to the evolving fragrance tastes of Chinese consumers who are showing more interest in exploring lesser-known foreign brands.
Niche fragrance brands such as L’Artisan and Penhaligon’s have become increasingly popular among Chinese consumers, the company said. Both brands have recorded good performances with Tmall online and in the China domestic market.
A growing niche
According to Puig, the growing popularity of niche fragrances can be attributed to Millennial and Gen Z luxury consumers looking for products that can be used as vehicles of self-expression. Younger luxury consumers are opting for more ‘niche’ luxury items versus more established brands, Puig said. This is based on Jing Daily’s ‘How niche fragrances are winning over young Chinese consumers’ report.
Puig Travel Retail Asia Pacific General Manager Ryan Lee explained, “The niche fragrance sub- category in travel retail has shown encouraging signs in recent months and is still growing faster than the market.
“We are confident that the history and storytelling of Penhaligon’s and L’Artisan Parfumeur will appeal to shoppers at Sanya International Duty Free Shopping Complex who are looking to purchase a unique gift or to indulge themselves.”
“Fragrances, in particular niche fragrances, strongly resonate with Chinese consumers who are looking for something different to express their identity,” added China Duty Free Group General Manager of Perfume & Cosmetics, Central Merchandising Division Grace Wang.
“Niche fragrance sales have been on an upward trajectory in recent years and we are delighted to partner with Puig to open this attractive multi-brand space at Sanya International Duty Free Shopping Complex.”
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