Spanish fragrance and fashion brand Puig has opened a pop-up of British-based fragrance brand Penhaligon’s on Concourse D at Dubai International Airport.
A partnership with Dubai Duty Free and JCDecaux, the opening aims to widen Penhaligon’s niche customer base and increase brand awareness at a busy international airport.
“Together with Dubai Duty Free, we identified Concourse D as the perfect terminal to install the pop-up space given the great affinity between the passenger profile and Penhaligon’s target consumer,” said Marvin Blumer, general manager of Puig Travel Retail’s Europe, Middle East and North Africa divison.
“The opening, a milestone in the collaboration between Penhaligon’s and Dubai Duty Free, underlines Puig’s commitment to developing Penhaligon’s in travel retail by strengthening the brand’s presence in key niche fragrance markets and elevating the shopping experience through retail excellence.”
The pop-up showcases Penhaligon’s Portraits fragrance line inspired by the culture of British aristocracy.
Travellers can purchase perfume sets, receive gifts and have purchases wrapped.
In keeping with the brand’s commitment to digital transformations, the pop-up implements its Magic Monocle technology, which allows shoppers to scan QR codes on fragrance bottles to reveal key ingredients, olfactory notes, relevant product information and similar products available.
Also available is Penhaligon’s fragrance profiling survey in-store, which determines the fragrance most suitable for shoppers, based on personal factors and purpose of purchase.
The opening was marketed by an Instagram campaign featuring UAE-based influencers.
“In collaboration with Puig, we are committed to unlocking the full potential of Penhaligon’s and the wider niche fragrance category, the fastest growing fragrance segment in Middle East travel retail, through compelling retail offers and experiences,” said Sharon Beecham, senior vice president of Dubai Duty Free’s purchasing division.
“The pop-up strengthens our partnership with Puig and we look forward to welcoming travellers to the immersive space, where they can discover exclusive products and the brand’s unique personality.”
Penhaligon’s pop-up is open until the end of the year.