Duty Free Americas (DFA) is staging experiential fragrance pop-ups and ‘Red Carpet’ activations at key airport locations across the Americas this November.

Featuring both niche and global brands, this month’s activations bring to life limited edition releases through immersive activations and expert demonstrations. Vibrant digital displays invite passengers in to discover each fragrance, with DFA’s beauty ambassadors on hand to provide expert guidance. This concierge approach allows for a highly personalised service, with sampling and trend-led advice.

Brands featured in the November activation series include Narciso Rodriguez, Montblanc, Jimmy Choo, Dior and Givenchy. The wide-ranging activations underscore DFA’s status as the trusted duty free retailer of choice for luxury beauty brands.

A world of fragrance exploration 

Each of the fragrance pop-ups immerse passengers in bold, distinctive brand universes across the Americas region.

Dior J’adore l’Or comes to life in Punta Cana, a voluptuous perfume essence perfectly balanced with orange blossom, jasmine grandiflorum and centifolia rose absolutes. Dior embodies the fragrance through the use of highly impactful screens and bold flower motifs within the shop-in-shop in Punta Cana International Airport and a full takeover of Miami International Airport. In Miami International Airport, Hartsfield-Jackson Atlanta, Tocumen and Punta Cana International Airport, shoppers are invited to discover Shiseido’s Narciso Rodriguez Parfums All of Me. The multifaceted fragrance has been created for a new generation of women who confidently embrace their beauty, grace and power – all that makes them unique. The eau de parfum reimagines floral fragrances by fusing precious rose centifolia with bold geranium bourbon. Combined with the essence of white peony, the fragrance unfurls into a heart of delicate muscs for a distinct second-skin quality.

Meanwhile, DFA has partnered with Montblanc in Miami International Airport and Hartsfield-Jackson Atlanta to present Montblanc Explorer Platinum. The powerful, woody textured fragrance celebrates the world of mountain exploration and adventure. With an energetic freshness of violet leaf, clary sage and warm cedarwood, the bold structure is reflected in the pop-up’s vibrant visual identity.

In five stores at Miami International Airport passengers are invited into the universe of Jimmy Choo Rose Passion. Captured in the fuchsia pink bottle, the scent evokes a sense of glamour with frangipani flower, orchid, jasmine, sandalwood and exotic vanilla.

The November activity is completed by a partnership with Givenchy at Tocumen International Airport, Terminal 2, Panama with an Iconic Beauty Kiosk . Already iconic, the new Givenchy L’Interdit Rouge Ultime is made using upcycled cacao shells for a seductive warmth alongside orange blossom, patchouli and a vetiver wood accord. DFA invites passengers to embrace their singularity in the pop-up space, which features digital screens and a dedicated sampling countertop.

“Duty Free Americas has built a reputation as a force across the beauty category, and I’m proud of our work developing this rich series of activations,” said Joseph Falic, Duty Free Americas Vice President.

“We’re ahead of the curve when it comes to the latest beauty trends and customer needs. Our knowledgeable store staff offer the utmost in personalised shopping through our beauty concierge service, and I’m delighted that we’re able to roll out our approach with our fragrance partners this November.”