Dufry and Puig have inaugurated the primary Penhaligon’s boutique in European journey retail at London Heathrow Terminal Five.
DFNI joined Puig VP of Global Travel Retail Kaatje Noens, Dufry UK Head of Beauty Delphine Poultney, Dufry Category Manager Wesley Beresford and Heathrow Airport Retail Account Manager Elaine Sears amongst others for the official ribbon reducing at T5 earlier right this moment.
Puig VP of Global Travel Retail Kaatje Noens, Heathrow Airport Retail Account Manager Elaine Sears and Dufry UK Head of Beauty Delphine Poultney
The Penhaligon’s boutique opening right this moment at Heathrow T5
The 20sqm boutique, strategically located within the gateway to the quintessentially British model’s residence metropolis, presents three perfume pillars, a Heathrow unique perfume named Brilliantly British and, a collection of scented candles, tub & physique merchandise and present units.
Penhaligon’s, an iconic British fragrance home created in London in 1870 by William Henry Penhaligon and the holder of a Royal Warrant, is likely one of the most sought-after British perfume manufacturers at Heathrow, in accordance with the companions. With the brand new opening, Dufry and Puig goal to ship the final word expression of the quirky Penhaligon’s model universe by an enticing perfume journey impressed by the model’s flagship Regent Street retailer. The unique Brilliantly British perfume, offered with a Union Jack bowtie across the neck of the bottle, enhances this sense of place.
“Our sturdy partnership with Puig has enabled us to ship the final word experience for travellers in keeping with our technique, by playful digital components, an unique sense of place with our ‘Brilliantly British’ product and a completely personalised experience for Heathrow’s passengers,” commented Dufry UK Head of Beauty Delphine Poultney.
Puig VP of Global Travel Retail Kaatje Noens added: “It is becoming that we’re delivering such a vibrant, participating Penhaligon’s experience at the gateway to town the place the model’s story started. Heathrow T5 epitomises the distinctive platform supplied by journey retail to interact with international audiences and produce iconic manufacturers like Penhaligon’s to life. We are delighted to companion as soon as once more with Dufry and Heathrow as we glance to develop the area of interest perfume class.”
Noens instructed DFNI: “Penhaligon’s is the jewel in our portfolio and with its heritage within the UK, the partnership with Dufry and Heathrow because the doorway to the model’s homeland, is a crucial one. [All three partners] all the time push the boundaries and attempt to assume otherwise.
A multi-sensory experience
The multi-sensory Penhaligon’s boutique options a number of interactive touchpoints. A perfume diffuser fills the encompassing area with the enduring Penhaligon’s Halfeti scent, luring travellers into the shop and driving footfall. Inside the area, the Penhaligon’s model is illustrated by merchandising components which showcase its pillar collections: the Portraits Mansion, Trade Routes and British Tales.
The Penhaligon’s Portrait Mansion includes a household of scents impressed by the British aristocracy, with every bottle topped with a hand-polished animal head.
An eye-catching Hot Air Balloon signposts the Trade Routes assortment, “an olfactive expedition” of perfumes such because the signature Halfeti scent. British Tales is a celebration of historic tales from the model’s homeland.
Digital options help travellers exploring the area, together with digital perfume profiling, which guides clients by Penhaligon’s scents, serving to them simply determine the notes that almost all attraction to them, whereas a Fragrance Profiling desk permits them to totally experience the varied fragrances first-hand.
A key factor within the shopper journey is the revolutionary Penhaligon’s Magic Monocle. The digital software is accessed through a QR code and invitations clients to take an image of perfume bottles with their smartphones, to immediately show details about the perfume’s key notes and olfactory household. It additionally offers info on associated merchandise accessible within the boutique, together with candles, perfume units and tub & physique merchandise, which match the shopper’s desire.
To elevate the buying experience, the shopper’s chosen product could be personalised through the in-store engraving machine and offered inside a phenomenal present field full with colored ribbons, completed with a unusual present tag and non-obligatory private message.
Fine perfumery and area of interest fragrances have been driving gross sales for magnificence in journey retail, particularly submit pandemic, mentioned Noens. “The area of interest class has undoubtedly pushed the restoration and it’s rising approach sooner than the status class. Nowadays we see that the passenger is on the lookout for one thing distinctive and unique. It’s about actually the artwork of perfumery and the historical past behind it, and Penhaligon’s touches on all these components. This is particularly true amongst Millennials and Gen Zs.
“Additionally, what can be vital within the area of interest portfolio is that distribution will stay very restricted and can stay very restricted. For us it’s essential to see how the airports turn out to be huge flagships the place clients can uncover our manufacturers. Heathrow is a type of airports that is ready to give this service and go in-depth into the model.
She added: “We are additionally seeing new clients participating with the model in different classes such because the candles and tub and physique lotions. We are very completely satisfied to see that now we’ve got more room and that we will provide them extra to find.”