Duty free and travel retailer Nuance has released a fragrance from Turin-based Italian house Xerjoff that is exclusive to its new operation at St Petersburg -Pulkovo airport (LED) and at Antalya T2 in Turkey – both frequented by large numbers of Russians.

 

The scent, called Pikovaya Dama (right), was created by Sergio Momo (below), Founder and Creative Director of Xerjoff. It is a bespoke variation of Xerjoff’s 17/17 collection which, says Momo, best exemplifies the brand’s DNA. “17/17 was the first perfume created for Xerjoff and the collection is still – to me – the best expression of the portfolio,” he says. The name – which means Queen of Spades in Russian – is taken from the short story of the same name by Alexander Pushkin.

 

“Creating an exclusive line for DF&TR has its challenges,” explains Momo. “The customers for duty free are not so easy to identify. I have very good knowledge of our customers in specific territories, but duty free is more difficult as the profile is much more diverse. You can have an idea from the passenger profile at the airport but it is usually a real mix of cultures which all need to be gratified.”

 

Nuance was closely involved in the process and the retailer selected the final musk-based version from three proposals.

 

Pikovaya Dama is a single reference, 100ml edp costing €545. It has top notes of bergamot, lemon, rose and neroli follow with a heart of coriander, cedar, iris, incense and nutmeg. The musk base note blends with patchouli, sandalwood and vanilla. The hand-cut and polished bottle is completed with a label made of Tiger’s Eye stone; presented in a luxurious gift box labelled as an ‘Airport Exclusive Russian Edition’.

 

Xerjoff fragrances are exclusively available to DF&TR through luxury brand agency Be-Keen, a specialist in niche brands, an area that Xerjoff believes has longevity in DF&TR.

 

“There will be huge development in the role for niche brands over the next few years,” claims Momo. “If the environment is right, airport stores offer an excellent vehicle to showcase these brands. The space must reflect the DNA of the brand; it must create the right ambience offering the traveller a real shopping experience.”

 

Recently Xerjoff also created a bespoke fragrance for the DFS/ADAC Masters of Fragrances event.