INDIA. Family-owned fragrance company Puig has partnered with Mumbai Duty Free to launch Herrera Confidential – Carolina Herrera’s high-end fragrance line – at Chhatrapati Shivaji Maharaj International Airport.
The regional launch strengthens the company’s luxury fragrance footprint in Asia Pacific and marks the debut of the brand’s retail concept in the region. The concept is designed to deliver an ‘exclusive storytelling experience’ which reflects the heritage of Carolina Herrera.
Herrera Confidential launched last month in Mumbai Duty Free’s departures store. The collection centres around luxury fragrance ingredients and offers three core franchises: The Gems collection, Signature Collection and Eastern Treasures Collection. Bestsellers include the True Oud, Sandal Ruby and Mystery Tobacco expressions.
The colourful retail concept draws from The Hacienda La Vega, one of Carolina Herrera’s famous homes. The eclectic counter uses vibrant colours and textures to bring Carolina Herrera’s personality and design aesthetic to life, using motifs shared by the fashion house.
It features specially commissioned printed wallpaper, exclusively designed for Herrera Confidential. The wallpaper features a rich illustration of the La Vega gardens, where all Herrera Confidential scents are conceptualised.
Puig Executive Vice President Global Travel Retail Kaatje Noens (a speaker at next week’s Trinity Forum in Hong Kong) said: “The launch of Herrera Confidential at Chhatrapati Shivaji Maharaj International Airport highlights our commitment to expanding this premium line’s footprint in Asia Pacific.
“With our key partner Mumbai Duty Free, we are enhancing the luxury scent offering to cater to passengers looking for fragrances that truly capture sophistication, opulence and elegance – the key inspirations behind this range.”
“Mumbai Duty Free’s partnership with Puig continues to go from strength to strength and this latest opening underlines our joint desire to offer memorable, luxury fragrances to passengers at Chhatrapati Shivaji Maharaj International Airport,” added Mumbai Duty Free General Manager Beauty Nandhini Srinivasan.
“We invite passengers to explore Carolina Herrera’s premium fragrance line at the beautiful new counter space.”
Herrera Confidential is driven by mother/daughter duo Carolina Herrera and Carolina Herrera de Baez. The private collection blends traditional and contemporary fragrance ingredients. It is inspired by the Middle East and the art of fragrance layering with each scent able to be mixed and matched to create more bespoke fragrance signatures.
Herrera Confidential was created in 2016 for the Middle East market. Its expansion in Asia Pacific speaks to the growing demand for luxury, artisanal scents in the region.
In addition, its launch in Mumbai underscores Puig’s strategic vision to transform the range from regional player to worldwide bestseller, the company said. ✈
