Bringing to life the unique storytelling of niche fragrance brand Penhaligon’s are stunning activations at Dubai and London Heathrow airports.
Launched ahead of the holiday season, the animations encourage gifting at two of the top airports in Europe and the Middle East.
‘Purveyor’s of Sweet Smelling Memories’
The ‘Purveyor’s of Sweet Smelling Memories’ animation at London Heathrow Airport Terminal 5 (T5), running until the end of December, is centred on a world of perfumery imagination, where each delectable Penhaligon’s gift is dipped in dreams and wrapped in a Christmas miracle. The red and gold space is adorned with candy canes and sweets, complete with fragrance sommeiliers dressed in red nutcracker outfits who are on hand to offer Penhaligon’s Fragrance Profiling Experience. The full Penhaligon’s assortment is showcased, providing travellers with a wide array of gifting options, while a fun hat box game adds theatre to the experience by offering consumers the chance to win a gift-with-purchase.
Since opening in early November the eye-catching animation space has driven strong conversion.
An immersive Portraits Collection experience
At Dubai International Airport Penhaligon’s is featuring in a high-profile pop-up space in Dubai CD Circle 3, which is open until early December. The space immerses travellers in the brand’s iconic Portraits collection via digital screens and an oversized Lord George fragrance bottle. Further brand awareness is being created via digital screen advertising on top of the Dubai Duty Free store in Terminal CD.
The shopping experience at both animations is elevated through the use of Penhaligon’s digital tools such as Fragrance Profiling and the innovative Magic Monocle. Magic Monocle is a self-discovery tool that enables customers to discover the story behind every Penhaligon’s fragrance by scanning a fragrance bottle with their phone. Key ingredient and olfactive information is presented for each fragrance, allowing consumers to explore the product along with recommendations based on their preference.
Marvin Blumer, Puig Travel Retail Europe, Middle East & Africa General Manager, commented:
“Penhaligon’s is going from strength to strength in travel retail EMEA and has recorded impressive results despite the impact of COVID-19. The brand’s popularity is testament to its compelling product offer and unique storytelling which are clearly resonating with travellers searching for niche fragrances – a subcategory that is growing faster than the overall fragrance market. Puig is committed to championing the niche fragrance category in travel retail and Penhaligon’s has a leading role to play in driving further expansion.”
Copyright Duty Free Hunter 2021