QATAR/UAE. Puig has launched the Penhaligon’s Potions & Remedies collection in Middle East travel retail.
It is being showcased via a dynamic story-telling pop-up campaign, running in Hamad International Airport in Doha and Dubai International Airport (DXB), in partnership with Qatar Duty Free and Dubai Duty Free respectively.
The vibrant Potions & Remedies pop-up campaign launched on 20 August, immersing travellers into Penhaligon’s ‘world of fragrant concoctions’ until the end of October.
The campaign tells the story of apothecarist William Penhaligon, who created a line-up of remedies that would channel feelings of serenity, love, vigour, courage and desire – the same feelings evoked by the five scents in the collection.
These are Vra Vra Vroom, Eau the Audacity, Liquid Love, A Balm of Calm and A Kiss of Bliss.
The Dubai activation is located in a high-visibility location in Concourse D. The 360-degree circular pop-up features a laboratory setup which brings William Penhaligon’s story to life. Decorative pipes and glass beakers filled with potions create a feeling of whimsy, sparking the curiosity of passing travellers.
The pop-up is supported by eye-catching visuals hanging above the podium to highlight the key ingredients and themes of each potion.
The Doha campaign is running at key cosmetics counters and fragrances & cosmetics locations throughout the airport. The counters are decorated in the William Penhaligon Laboratory concept and include glass beakers and decorative pipes.
The counters also feature colourful displays, which highlight the key ingredients of each potion. Edutainment elements teach travellers about the various herbs, plants and flowers used in each scent.
Puig Executive Vice President Global Travel Retail Kaatje Noens said: “The launch of Penhaligon’s Potions and Remedies collection throughout travel retail Middle East builds on Puig’s commitment to spearheading niche fragrance growth through strong and distinctive shopper engagement and storytelling.
“With our partners at Dubai Duty Free and Qatar Duty Free, Puig is delighted to deliver an immersive, bold experience for passengers to enjoy as they discover a collection that personalises scents to personalities, ensuring that there is a potion for every shopper.”
Penhaligon’s Potions & Remedies
The Potions & Remedies collection features five scents, each distilled with potent herbal and floral ingredients that boost various feelings.
Vra Vra Vroom is inspired by vigour and channels enthusiasm and energy; A Balm of Calm inspires tranquillity thanks to a central Lavender note; Liquid Love boosts desire with spicy base notes; Eau the Audacity imbibes courage with notes of smoky incense and vanilla, and A Kiss of Bliss inspires joy with floral notes.
Each potion is accompanied by an eccentric cautionary warning with the words ‘Be careful, you might fall in love’ emblazoned on the bottles. ✈
