UK. Coty Travel Retail Europe has partnered with Dufry, Heathrow Airport and JCDecaux for the pre-launch of Burberry Goddess Eau de Parfum at London Heathrow Airport.
The scent is being promoted via an immersive Burberry pop-up space at Terminal 4 through July and August.
Burberry Goddess Eau de Parfum is available exclusively in Dufry’s travel retail stores throughout July ahead of the scent’s domestic roll-out on 1 August. The feminine fragrance is available in 50ml and 100ml formats.
The Burberry Goddess pop-up space immerses travellers into Burberry’s rich brand heritage. It offers an interactive digital experience that integrates various touchpoints to offer a personalised fragrance discovery journey.
A Burberry Goddess olfactive experience sits at the centre of the space, where travellers can explore the trio of vanilla notes that make up the gourmand aromatic fragrance. An engraving machine enables travellers to personalise their Burberry Goddess Eau de Parfum purchases.
The partners are supporting the pre-launch with a dynamic, high-profile ooh media campaign at the airport in partnership with JCDecaux.
Burberry Goddess Eau de parfum opens with top notes of Vanilla and wood, followed by Vanilla Caviar heart notes and Lavender-enriched Vanilla Absolute as its base. In the process of creating the desired vanilla accord, Coty wrapped the core Vanilla ingredient with Lavender Diva essence from Provence alongside Cocoa and Ginger roots to balance the aroma.
The scent marks Burberry’s first-ever refillable fragrance. It is housed in an elegant square bottle with a gold medallion. The bottle is packaged in a gabardine-inspired carton. It is decorated with a gold label decorating on the outer casing which pays homage to Burberry’s design heritage.
“We are thrilled to partner with Dufry to debut the Burberry Goddess Eau De Parfum at Heathrow Airport,” commented Coty Travel Retail Europe Managing Director Olivier Louis.
“This collaboration demonstrates our commitment to providing best-in-class activations that go beyond traditional retail, elevating the customer experience through retailtainment and digital engagement, setting a new standard in the industry. By fearlessly pushing boundaries and embracing innovation, Coty aims to continue inspiring travellers and redefining the future of luxury retail.”
Dufry UK Head of Beauty Delphine Poultney added: “We are very excited to be able to showcase this travel retail-exclusive pre-launch both in our European and UK stores. The pre-launch showcases a number of outstanding activations through July and August in stores, out of stores and digitally.
“This is particularly special for us in the UK with Burberry being such an iconic British brand and is a great product for our customers who are looking for something British to take home.”
Heathrow Airport Head of Category Julie Donnelly added: “We’re delighted to welcome the exclusive Burberry Goddess fragrance to Terminal 4 and we hope our passengers enjoy the immersive pop-up experience. This latest iteration of our ‘Quaternity’ – a four-way partnership between Heathrow, Coty, Dufry and JCDecaux UK – launches just ahead of what is set to be a great summer at Heathrow.” ✈
