CHINA. Family-owned fragrance company Puig teamed up recently with China Duty Free Group to launch the first Penhaligon’s pop-up in Hainan travel retail. The 30sq m animation ran throughout April at the Sanya International Duty Free Shopping Complex in Haitang Bay.
Occupying a high-profile location on the first floor, it was centred around Penhaligon’s best-selling Portraits Collection, a range of distinctive scents based on different members of a fictional aristocratic family. Shoppers were able to navigate different areas of the pop-up and discover more about each scent in the Portraits Collection, their ingredients and the rich narratives that influenced them.
The Portraits Mansion — a striking display that highlights the different characters of the Portraits fragrance family — was the centrepiece of the pop-up. The Portraits Collection pays homage to Penhaligon’s English humour and irreverence. The family patriarch, Lord George, stars in the centre of the outpost. Lord George is a masculine and rich scent with notes of brandy, shaving soap and tonka bean.
The Portraits Collection was brought to life via an array of innovative, digitally-driven features in the outpost. This included the Magic Monocle digital fragrance discovery tool, which unlocked key fragrance information and product recommendations based on each shopper’s preferences. The tool was accessed by scanning a QR code.
A fragrance profiling table at the entrance of the outpost was another key feature. The table immersed shoppers into the world, values, heritage and products of Penhaligon’s and built strong engagement with consumers via one-on-one interaction with Penhaligon’s brand ambassadors.
Shoppers were able to receive exclusive gifts with purchase and special samples. They were invited to try the scent at the end of the fragrance profiling experience via sprayed branded handkerchiefs that were tied onto their wrists.
With every purchase, shoppers could select a complimentary 3D collage artwork handmade by a renowned artisan. They were also able to seal their purchases with this personalised design, enhancing the gifting experience at the pop-up.
A 360-degree campaign
The Penhaligon’s pop-up was supported by a 360-degree campaign which included high-profile ooh media, digital advertising, ecommerce and social media activity alongside a strategic hotel partnership with the Grand Hyatt Sanya Haitang Bay Resort and Spa.
Throughout April, the pop-up was promoted via digital screens at the Sanya Phoenix International Airport through a digital media partnership with Alipay. Puig and Alipay drove traffic to the outpost by promoting Penhaligon’s on various OTAs which targeted consumers travelling to Hainan.
In addition, Penhaligon’s and CDFG launched a dedicated landing page in the retailer’s ecommerce platform. The partners also promoted the brand and pop-up on CDFG’s WeChat, Weibo, RED and Douyin accounts.
For the first time, Puig and CDFG teamed up with the Grand Hyatt Sanya Haitang Bay Resort and Spa to extend the Penhaligon’s brand experience from shopping mall to hotel. Samples of Penhaligon’s key lines, including its hand creams and perfumes, were rolled out in the hotel’s luxury suites to target the high-net worth individuals staying at the hotel.
“Penhaligon’s brings a truly distinctive presence to our niche fragrance offer, one which we are sure will delight shoppers at Sanya International Duty Free Shopping Complex,” commented China Duty Free Group General Manager of Perfumes & Cosmetics, Central Merchandising Division Grace Wang.
“The pop-up combined powerful storytelling with strong engagement and digital support – all hallmarks of Puig’s bold approach to activations.”
Puig Executive Vice President Global Travel Retail Kaatje Noens added: “Hainan has become an essential location in travel retail for brands looking to engage and recruit Chinese consumers. Bringing Penhaligon’s to life in Sanya in partnership with CDFG is a major step in our ambitious plans for this powerful niche brand and a springboard for growth in China.” ✈
