Dufry and Spanish beauty group, Puig are proud to announce the opening of a 20sq m Penhaligon’s Fine Perfumery boutique in Heathrow Terminal 5; the first boutique from the quintessentially British brand in European travel retail.
As well as offering an array of Penhaligon’s fragrances the boutique also offers a selection of scented candles, bath & body products and gift sets.
Penhaligon’s is known as an iconic British perfume house created in London in 1870 by William Henry Penhaligon and the holder of a Royal Warrant.
With the creation of this dedicated store, Dufry and Puig say they are delivering ‘the ultimate expression of the quirky and distinctive Penhaligon’s brand universe’ through an engaging fragrance journey inspired by the brand’s flagship Regent Street store.
Dufry says that this latest store aligns with its strategy of offering experiences for its customers and bringing them ‘joy’ as they travel. The Penhaligon’s boutique is multi-sensory, featuring several interactive touchpoints.
A fragrance diffuser fills the surrounding space with the iconic Penhaligon’s Halfeti scent and once inside the space, shoppers can discover The Penhaligon’s Portrait Mansion, which tells the scandalous stories of British aristocracy behind the Portraits collection, while an eye-catching Hot Air Balloon signposts the Trade Routes collection.
A number of digital features include fragrance profiling, which guides customers through Penhaligon’s scents, helping them easily identify the notes that most appeal to them, while a Fragrance Profiling table enables them to fully experience the various fragrances first-hand.
A key element in the shopper journey is the Penhaligon’s ‘Magic Monocle’. The digital tool is accessed via a QR code and invites customers to simply take a picture of fragrance bottles with their smartphones, to instantly display information about the fragrance’s key notes and olfactory family.
It also provides information on related products available in the boutique, including candles, fragrance sets and bath & body products, which match the customer’s preference.
The boutique will offer an exclusive fragrance named ‘Brilliantly British’, which can only be purchased at Heathrow Airport. Enhancing its ‘Sense of Place’, the fragrance is presented with a Union Jack bowtie around the neck of the bottle.
The customer’s chosen product can be fully personalised via the in-store engraving machine and presented within a gift box complete with coloured ribbons, all finished with a gift tag and optional personal message.
Wesley Beresford, Category Manager in charge of the project said: “Penhaligon’s is a quintessential British brand; a must visit location when travelling through Heathrow Terminal 5, and if the scented fragrance diffuser doesn’t draw customers’ nostrils to the store, the quirky, disruptive and eye catching execution certainly will.”
Delphine Poultney, Head of Beauty for Dufry in the UK added. “Our strong partnership with Puig has enabled us to deliver the ultimate experience for travellers in line with our strategy, through playful digital elements, an exclusive sense of place with our ‘Brilliantly British’ product and a fully personalised experience for Heathrow’s passengers.”
Kaatje Noens, VP of Global Travel Retail at Puig, said: “It is fitting that we are delivering such a vibrant, engaging Penhaligon’s experience at the gateway to the city where the brand’s story began.
“Heathrow T5 epitomises the unique platform offered by travel retail to engage with global audiences and bring iconic brands like Penhaligon’s to life. We are delighted to partner once again with Dufry and Heathrow as we look to grow the niche fragrance category.”