Puig has expanded its luxury fragrance footprint in Asia Pacific with the regional launch of Carolina Herrera’s Herrera Confidential collection, at Chhatrapati Shivaji Maharaj International Airport, in partnership with Mumbai Duty Free.

It is the first point-of-sale within the Asia Pacific travel retail channel to feature the brand’s new retail concept, designed to deliver a unique and exclusive storytelling experience, according to the company.

This latest travel retail launch underscores Puig’s strategic vision to transform the range from a regional player to a worldwide bestseller, reaching global customers looking for unique luxury fragrances.

Luxury fragrance layering

The Herrera Confidential range made its debut in September at Mumbai Duty Free’s beauty area in the airport’s departure terminal. The collection showcases three luxurious franchises – The Gems Collection, Signature Collection and Eastern Treasures.

Customers are invited to “step into a world of confidence” and experience the range and its bestsellers, which include True Oud, Sandal Ruby and Mystery Tobacco.

Featuring a bold use of colour and texture, the retail space draws inspiration from iconic Herrera house ‘The Hacienda La Vega’.

The counter features a specially commissioned hand-printed wallpaper, which incorporates illustrations of the La Vega gardens, where all Confidential stories originate.

The luxury, ingredient-led Herrera Confidential line – which blends traditional and contemporary elements – is driven by the mother-daughter duo Carolina Herrera and Carolina Herrera de Baez.

The range is inspired by the Middle Eastern art of perfume layering. Each of the fragrances in this range can be mixed and matched to create a customised scent.

Herrera Confidential was originally created in 2016 for Middle Eastern customers, but its expansion into Asia Pacific reflects the growing demand within the region for luxury scents.

Puig Executive VP Global Travel Retail Kaatje Noens commented: “The launch of Herrera Confidential at Chhatrapati Shivaji Maharaj International Airport highlights our commitment to expanding this premium line’s footprint in Asia Pacific.

“With our key partner Mumbai Duty Free, we are enhancing the luxury scent offering to cater to passengers looking for unique fragrances that truly capture sophistication, opulence and elegance – the key inspiration behind this range.”

Mumbai Duty Free General Manager – Beauty Nandhini Srinivasan noted: “Mumbai Duty Free’s partnership with Puig continues to go from strength to strength and this latest opening underlines our joint desire to offer unique, luxury fragrances to passengers at Chhatrapati Shivaji Maharaj International Airport.

“We invite passengers to explore Carolina Herrera’s premium fragrance line at the beautiful new counter space.”

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