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Roja Dove, said to be the world’s sole ‘Professeur de Parfums’, created the content exclusively for World Duty Free |
UK. World Duty Free has teamed up with perfumes expert Roja Dove to create a bespoke fragrance and destination matching service online (www.discoverfragrance.co.uk).
Launched early last month, the website allows passengers evaluate pre-flight what fragrance they should be buying at the airport in order to match their destination, whether they are travelling for business, leisure or a romantic break. The service is aimed at both male and female passengers.
Dove, described as a ‘Professeur de Parfums’, created the content exclusively for World Duty Free. His bespoke service will help users identify their preferred fragrance type (Floral, Chypré, Oriental, Fougère), followed by a recommendation of fragrances that will complement the local destination, culture and style.
Roja Dove is a leading fragrance authority who began his career with renowned French fragrance house Guerlain and has since gone on to launch his own perfumery, The Roja Dove Haute Parfumerie at Harrods.
Dove commented: “I have travelled the world with my work and I am constantly amazed at how wrong some people get their choice of fragrance. To ensure success, for whatever the reason you are travelling, is to be as savvy about your choice of fragrance as you would about everything else you would choose to put in your suitcase.”
The launch of the service was supported by a dedicated PR campaign with online, broadcast and in-print activity in November. Dove will also host masterclass training sessions for World Duty Free staff ahead of in-store activity in early 2009 to prepare airport staff for consultation by customers at the point of purchase. Plans are also in place to widen this campaign across Alpha Retail locations within the UK.
World Duty Free Head of Retail PR and Communications Mark Aldridge said: “This campaign fully supports our brand heartland as it unites fragrance and travel. Just as our consumers change their wardrobe, whether they are going to Paris for a city break or a business trip, we are educating them that they could be doing the same with their fragrances so they are fully immersed in the spirit of the destination before they arrive.”
NOTE: The Moodie Report has just reviewed the new website in our popular Website of the Week series. Click here to read.
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The bespoke new website – www.discoverfragrance.co.uk – urges passengers to “˜Discover Your World of Fragrance’ by helping them to identify what fragrance they should be buying at the airport in order to match their destination |
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