Travel Retail Exclusives
Daring to be different II
L’Oréal Travel Retail pre-launches Armani/Privé fragrances with Qatar Duty Free
In April, L’Oréal Travel Retail EMEAI partnered with Qatar Duty Free for the exclusive global travel retail pre-launch of two new Armani/Privé Haute Couture Fragrances at Hamad International Airport (HIA). The fragrances, Indigo Tanzanite and Magenta Tanzanite, were showcased in an immersive pop-up store. The pop-up was fashioned as an ‘Atelier des Emotions’. The multi-sensorial animation invited travellers to discover Armani/Privé’s fragrance collections by selecting an emotion and grabbing the associated scented cube. Afterwards, they were offered a one-to-one olfactory consultation to find their perfect fragrance match. Customers were able to personalise their chosen fragrances by engraving their names or initials on the bottle. The journey was completed with a relaxing lithotherapy experience, which is a form of crystal healing. Indigo Tanzanite and Magenta Tanzanite were inspired by the vibrant colours of the African continent. Indigo Tanzanite was crafted by IFF Master Perfumer Carlos Benaïm, while Magenta Tanzanite was developed by Mane Senior Perfumer Violaine Collas. Comment: Qatar Duty Free and L’Oréal Travel Retail continue to raise the bar at Hamad International Airport, with this immersive luxury pop-up concept that was supported by an equally impressive digital advertising campaign.
Pernod Ricard tailors the offer at Changi Airport
Pernod Ricard Global Travel Retail (GTR) partnered with Lotte Duty Free in March and April to unveil two Singapore-themed expressions from Royal Salute and Martell exclusively at Changi Airport. The Royal Salute 21 Year Old The Signature Blend Singapore Edition and the Martell Cordon Bleu World Cities Singapore Edition are the latest exclusive blends to be added to Pernod Ricard GTR’s blended Scotch and Cognac portfolios. Both expressions launched exclusively available in Lotte Duty Free’s stores in Terminals 1 and 3, and online at iShopChangi, where Martell has a digital brand store. Comment: The ‘city edition’ is now a popular expression for brand owners, notably in the drinks sector, offering a chance to develop legitimate travelised ranges. As these examples from two of Pernod Ricard’s leading brands show, they offer collectability and premiumisation for a curious shopper.
The limited edition were showcased in a high-profile multi-brand pop-up at Terminal 3 Departures, Changi Airport
Grey Goose serves up an ace
Bacardi Global Travel Retail launched the Grey Goose vodka city collection as a channel-exclusive in 2019. It has since rolled out the collection featuring illustrations of icons and experiences of seven city destinations – Paris, London, Mumbai, Sydney, Dubai, Singapore and New York – on colourful gift tubes. The most recent limited edition, in February 2022, was a tennis-focused collaboration with Dubai Duty Free. It built on the channel-exclusive launch with a multi-media brand-building opportunity for Grey Goose, both at the tournament and in Dubai Duty Free stores at Dubai International Airport. Comment: The City edition launches build on Bacardi GTR’s premiumisation agenda in the channel, and advance the vital theme of giftability across a number of high-traffic airport markets.
Game, set and match: The Grey Goose city editions
Kilbeggan limited edition takes on travel retail
Beam Suntory brand Kilbeggan launched its first limited-edition Irish single malt whiskey – Kilbeggan 11 Year Old – in global travel retail in May. The expression, which is distilled in one of the world’s oldest copper pot stills, is available exclusively at Aer Rianta International’s (ARI) The Loop at Dublin Airport, through The Irish Whiskey Collection. Comment: ARI used the launch to underline the company’s commitment to offering exclusive experiences and offers. For the brand owner, it was equally significant, with a first-ever single malt release chosen to debut in travel retail – a signal of the role that the channel plays in driving awareness and engagements among audiences.
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