Puig doubles down on Oceania GTR activity for Penhaligon’s fragrances

By Kristiane Sherry |

Puig is doubling down on Penhaligon’s activity across Oceania, starting with a permanent counter and pop-up at Sydney

Fashion and fragrance house Puig has launched Penhaligon’s into Sydney International Airport in a partnership with Heinemann Australia, with both a permanent counter and pop-up. 

The niche fragrance brand opened its permanent home in Sydney’s Terminal 1 Luxury Precinct in early February, its first activity in Oceania travel retail.

The 30sqm counter will offer three best-selling lines: Portraits, Trade Routes, and British Tails. The latter features Hamman Bouquet, the first fragrance created by William Penhaligon’s back in 1872. 

A showcase for beauty tech innovations, the counter features the Magic Monocle digital fragrance discovery tool. By scanning a QR code on fragrance bottles, consumers can discover the story behind every scent. 

The tool also displays key fragrance information, and serves product recommendations based on individual preferences. 

Personalisation, premium gifting experiences, and gift wrapping are also available at the counter, including gift tags, bespoke messaging and the choice from multicoloured ribbons. 

Penhaligon’s Portraits pop-up

The pop-up, also the brand’s first in Oceania, hones in the Portraits collection, with decorative details inspired by the hand-drawn packaging across the Portraits range. An eye-catching Portraits Maison is the centrepiece of the 24sqm space.

A 360-degree campaign, which includes digital advertising on the Heinemann site and out-of-home (OOH) activity in high-traffic international departures locations, will promote the pop-up.

Gifts-with-purchase and an elevated sampling experience using sprayed handkerchiefs will also support the activity.

Both the counter and the pop-up space complement both Heineman Australia and Sydney Airport’s strategy to offer luxury and elevated retail experiences for travellers.

The Penhaligon’s pop-up focuses on the brand’s Portraits collection

“Sydney International Airport’s luxury precinct represents the next level in airport shopping and together with Heinemann Australia, we are proud to introduce the unique storytelling of Penhaligon’s to travellers in Oceania,” said Adriana Viejo, Puig Vice President Asia. 

“The brand’s debut at this strategic location marks an important milestone in the brand’s global expansion and our partnership with Heinemann.”

Ranjith Menon, Heinemann Asia Pacific Regional Head of Marketing and Purchasing – Perfumes & Cosmetics, added: “Penhaligon’s, with its compelling brand story and standout fragrances, is a fantastic addition to our new luxury beauty, fashion and accessories store in the Luxury Precinct at Sydney Airport. 

The Magic Monocle tool gives personalised fragrance recommendations

“Penhaligon’s approach to experience-led activations and engagement with passengers perfectly complements our goal to create unforgettable shopping experiences and give travellers a reason to come to the airport early. 

“We look forward to seeing the brand flourish in Oceania, and to continuing to deepen our partnership across Asia Pacific.”

Fragrance brands owned by Puig include Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Dries Van Noten, Nina Ricci, and Byredo. Licensed brands include Christian Louboutin and Comme des Garçons Parfums.

Last year, Puig teamed up with China Duty Free Group (CDFG) to deliver an engaging omnichannel campaign for Christian Louboutin Beauty in Sanya, Hainan.

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