Debut Penhaligon’s door opens at King Power’s Rangnam downtown store

By Luke Barras-hill |

Penhaligon’s has made its retail debut in Thailand with a 15sq m space at King Power Rangnam.

Puig has collaborated with King Power International Group (KPIG) to launch the first-ever retail space for fragrance brand Penhaligon’s in Thailand.

The 15sq m counter is situated among other niche and luxury labels in the beauty hall at the King Power Rangnam store in downtown Bangkok.

Featuring three of Penhaligon’s best-selling lines – Portraits, British Tales and Trade Routes – the counter will soon display the brand’s Home and Bath & Body Collection.

Kaatje Noens, Puig Executive Vice President Global Travel Retail, said: “The launch of Penhaligon’s in Thailand marks a strategic step in our growth ambitions for the brand and we are confident that consumers in the Thai capital will be captivated by Penhaligon’s unique storytelling.

“King Power Rangnam is a world-class shopping destination with an outstanding beauty offer befitting the luxury appeal of Penhaligon’s.”

KOL campaign & Alipay tie-up

Visitors to the counter can enjoy an ‘elevated shopping experience through several key initiatives’, according to Puig.

Penhaligon’s Magic Monocle digital fragrance discovery tool allows consumers to explore key fragrance information and product recommendations based on their individual preferences by scanning a QR code on their phone.

Such fragrance profiling is designed to introduce customers to the Penhaligon’s universe by immersing them in its values, heritage and products while acting to stimulate one-on-one engagement with brand ambassadors.

The 15sq m space is based on the concept of ‘Oud de Nil’, the Egyptian-inspired eau de parfum that credits the Nile river for inspiring adventure.

Meanwhile, shoppers are invited to sample the scent selected at the end of the fragrance profiling by spraying the scent on branded handkerchiefs that can be tied to the wrist.

In a further attempt to raise awareness, a premium brand page has launched on King Power’s website and the Penhaligon’s brand is being amplified through advertising on the platform.

A KOL campaign, courtesy of Puig and King Power, is also promoting brand visibility, while a tie-up with Alipay is set to trigger the first-ever Alipay media buy partnership outside of China, according to Puig.

Running from 1-30 June, the campaign is targeted at Chinese consumers travelling through Hainan.

Penhaligon’s architectural codes blend with the brand’s colours to amplify the identity of the counter. Pictured is Portraits, one of three best-selling lines available to customers.

Nunchanin Viriyatharakij, King Power International Group EVP, Group Merchandising Division, added: “With its compelling brand story, exquisite product offer and beautiful retail activations, Penhaligon’s is an exciting new addition to our exclusive niche beauty offer at King Power Rangnam.

“Both King Power and Puig are aligned in our commitment to delivering memorable shopping experiences and we look forward to a flourishing partnership.”

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