SOUTH KOREA. Shinsegae Duty Free has introduced its own signature scent, Paul & Bani, marking what it called a significant milestone in travel retail.
The fragrance is inspired by Shinsegae Duty Free’s two in-house artist characters ‘Paul and Bani’ introduced last November.
Available in two distinct forms – perfume and spatial scent—the Paul & Bani signature scents will debut at Shinsegae Duty Free’s flagship Myeong-dong experiential beauty zone and VIP lounge from 1 May, “enveloping visitors in a sensory journey unlike any other”, the retailer said.
The two expressions will also be available from the retailer’s online store.
Shinsegae Duty Free described the fragrances as a unique olfactory experience. They have been crafted in collaboration with Eastern Edition, a renowned Korean lifestyle brand which seeks to find meaning from traditional local beauty and crafts.
“The scents embody the essence of travel, art and exploration that define the ethos of Shinsegae Duty Free,” the retailer commented.
Paul and Bani serve as the muse behind the fragrance collection. Representing the convergence of artistry and wanderlust, Paul exudes a calm and introspective aura, while Bani radiates vibrancy and charisma.
The fragrances, Eau de Parfum Paul and Eau de Parfum Bani pay homage to these distinctive personalities with curated notes that evoke a sense of tranquility and sophistication.
In addition to the perfume line, Shinsegae Duty Free has launched the ‘Light, 明’ and ‘Shadow, 暗 Specials’, describe as an immersive olfactory experience inspired by Eastern Edition’s distinctive spatial design.
These scents transport visitors to the serene ambiance of Korean hanoks (traditional Korean houses), inviting them to embrace the interplay of light and shadow within the space, Shinsegae Duty Free said.
The collaboration with Eastern Edition underscores a commitment to elevate the art of travel retail through innovative branding initiatives, Shinsegae Duty Free said.
By infusing the essence of scent into the shopping experience, the company said it aims to redefine customer engagement and create lasting memories for travellers worldwide.
A Shinsegae Duty Free spokesperson remarked: This groundbreaking campaign marks a significant moment in the duty-free industry, showcasing our commitment to innovation and differentiation.
“Our partnership with Eastern Edition has enabled us to introduce a truly immersive experience that reflects the essence of Shinsegae Duty Free.”
The Moodie View: This is an intriguing initiative from Shinsegae Duty Free, a travel retailer renowned for its innovative approach to design, merchandising, promotions and new product development. While it’s not a case of move over Chanel N°5 just yet, the company will be determined to make the new signature scent a smash hit.
In-house and white-labelled brands are nothing new in the spirits category, largely for the margin benefits they generate, but this is a first in Korean travel retail (Note: Qatar Airways and Qatar Duty Free previously launched the 160 fragrance – denoting the number of destinations it was flying to at the time – followed by Journey and Q.
When it revealed Paul and Bani to the world last November, Shinsegae Duty Free underlined its committment to continually engaging customers through artistic endeavors.
Today’s announcement shows just how serious the retailer is in creating a journey that bridges not only the worlds of art, fashion, and travel, as first pledged, but also that of duty-free shopping. ✈
