Guerlain, French luxury perfume, cosmetics and skincare brand, inaugurated the opening of its Guerlain Haute Parfumerie pop-up at Terminal 3 of Dubai International Airport, between Concourses B and C, on May 12, after its soft opening in March.
Opened in partnership with Dubai International Airport, Dubai Duty Free and JCDecaux, the pop-up marks Guerlain’s venture into travel retail in efforts to widen the brand’s exposure and consumer base.
“For the first time we invite the travel retail consumer to enter the world of Guerlain, to embark upon a luxurious sensory journey, a place for celebration and interaction, placing a spotlight on haute perfumery, exclusive services, custom features and personalisation – a boundless playground of luxury,” said Véronique Courtois, CEO of Guerlain.
The pop-up stocks seventeen products from the brand’s fragrance line l’Art & la Matière, inspired by famous artworks, alongside its home fragrance options, such as candles and diffusers.
Guerlain offers personalisation options for its classic perfume bottles, with shoppers able to select colours of their choice for the bottle’s thread, tassel and plate from gold, black, blue, red, pink and green.
Shoppers can also engrave initials, names or short messages on bottles.
The pop-up also houses a dedicate space for its skincare line Orchidée Impériale and lip makeup range Rouge G lip.
“We are delighted that Guerlain has chosen our retail operation as the launch venue for this innovative pop-up that is going to be in Concourse B for 16 months,” sad Colm McLoughlin, executive vice chairman and CEO of Dubai Duty Free.
“We know that our customers, who travel through DXB from all over the world, are going to enjoy this highly personalised shopping experience and will have the chance to understand more about Guerlain as a brand and to enjoy this very special selection of products that have been specially curated,” Mr McLoughlin added.
The opening comes after JCDecaux brought pop-up of luxury fragrance brand Penhaligon’s in Dubai International Airport.