Dufry and Puig have announced the opening of a stunning Penhaligon’s Fine Perfumery boutique in Heathrow Terminal 5.
The 20 m² space is the first Penhaligon’s boutique in Europe Travel Retail, strategically situated in the gateway to the brand’s home city. As well as a dizzying array of Penhaligon’s fragrances the boutique also offers a selection of scented candles, bath & body products and gift sets.
Penhaligon’s, an iconic British perfume house created in London in 1870 by William Henry Penhaligon and the holder of a Royal Warrant, is one of the most sought after British fragrance brands in Heathrow. With the creation of this dedicated store, Dufry and Puig are delivering the ultimate expression of the quirky and distinctive Penhaligon’s brand universe through an engaging fragrance journey inspired by the brand’s flagship Regent Street store.
In line with Dufry’s strategy of offering experiences for its customers and bringing them joy as they travel, the Penhaligon’s boutique is multi-sensory, featuring several interactive touchpoints. In order to drive footfall, customers are attracted to the boutique by a fragrance diffuser which fills the surrounding space with the iconic Penhaligon’s Halfeti scent. Once inside the space, shoppers are drawn into the world of Penhaligon’s through merchandising elements which showcase the brand pillars. The Penhaligon’s Portrait Mansion tells the scandalous stories of British aristocracy behind the Portraits collection, while an eye-catching Hot Air Balloon signposts the Trade Routes collection.
Assisting shoppers in their exploration of the offer are a number of digital features, including digital fragrance profiling, which guides customers through Penhaligon’s scents, helping them easily identify the notes that most appeal to them, while a Fragrance Profiling table enables them to fully experience the various fragrances first-hand.
A key element in the shopper journey is the innovative Penhaligon’s “Magic Monocle”. The digital tool is accessed via a QR code and invites customers to simply take a picture of fragrance bottles with their smartphones, to instantly display information about the fragrance’s key notes and olfactory family. It also provides information on related products available in the boutique, including candles, fragrance sets and bath & body products, which match the customer’s preference.
Adding to the differentiation and sense of exclusivity, the boutique will offer an exclusive fragrance named “Brilliantly British”, which can only be purchased at Heathrow Airport. Enhancing its ‘Sense of Place’, the fragrance is presented with a Union Jack bowtie around the neck of the bottle.
To elevate the purchasing experience and make it truly unique, the customer’s chosen product can be fully personalised via the in-store engraving machine and presented within a delightful gift box complete with coloured ribbons, all finished with a quirky gift tag and optional personal message.
Commenting on the new boutique, Wesley Beresford, Category Manager in charge of the project said, “Penhaligon’s is a quintessential British brand; a must visit location when travelling through Heathrow Terminal 5, and if the scented fragrance diffuser doesn’t draw customers’ nostrils to the store, the quirky, disruptive and eye catching execution certainly will!”
Delphine Poultney, Head of Beauty for Dufry in the UK added, “Our strong partnership with Puig has enabled us to deliver the ultimate experience for travellers in line with our strategy, through playful digital elements, an exclusive sense of place with our ‘Brilliantly British’ product and a fully personalised experience for Heathrow’s passengers.”
Kaatje Noens, VP of Global Travel Retail at Puig, commented: “It is fitting that we are delivering such a vibrant, engaging Penhaligon’s experience at the gateway to the city where the brand’s story began. Heathrow T5 epitomises the unique platform offered by travel retail to engage with global audiences and bring iconic brands like Penhaligon’s to life. We are delighted to partner once again with Dufry and Heathrow as we look to grow the niche fragrance category.”