Coty Travel Retail Europe has partnered with Dufry to pre-launch the Burberry Goddess Eau De Parfum at London Heathrow Airport.
The fragrance was introduced in July, via an immersive Burberry pop-up space in the heart of T4, and will remain at the location throughout August, when the worldwide launch begins.
According to Coty, the animation space offers a powerful omnichannel customer experience, which integrates a variety of different touchpoints.
The Burberry Goddess reveal
As reported, a key feature of the pre-launch pop-up is the Burberry Goddess olfactive discovery journey, where the different vanilla notes of the fragrance are presented individually, before the final, complete reveal.
The fragrance is presented in Burberry’s first refillable flacon – an archive-inspired bottle adorned with a modernised gold medallion.
“We are thrilled to partner with Dufry to debut the Burberry Goddess Eau De Parfum exclusively at Heathrow Airport,” noted Coty Managing Director Travel Retail Europe Olivier Louis.
“This collaboration demonstrates our commitment to providing best-in-class activations that go beyond traditional retail, elevating the customer experience through retailtainment and digital engagement…By fearlessly pushing boundaries and embracing innovation, Coty aims to continue to inspire travellers and redefine the future of luxury retail.”
“We are very excited to be able to showcase this travel retail exclusive pre-launch both in our European and UK stores,” commented Dufry UK Head of Beauty Delphine Poultney.
“This pre-launch showcases a number of outstanding activations through July and August in stores, out of stores and digitally. This is particularly special for us in the UK, with Burberry being such an iconic British brand and is a great product for our customers who are looking for something British to take home.”
Heathrow Airport Head of Category Julie Donnelly added: “We’re delighted to welcome the exclusive Burberry Goddess fragrance to Terminal 4 and we hope our passengers enjoy the immersive pop-up experience.
“This latest iteration of our ‘Quaternity’ – a four-way partnership between Heathrow, Coty, Dufry and JCDecaux UK – launches just ahead of what is set to be a great summer at Heathrow.”