Perfume house Mäurer & Wirtz has gained new listings for its 4711 and Baldessarini brands in the Middle East and Asia while its Tabac men’s fragrance and grooming brand has been running a promo offering male travellers at Amsterdam Schiphol Airport (AMS) a free shave.

In April, items from the Baldessarini and 4711 collections made their debut in Hyderabad’s Rajiv Gandhi and at Delhi’s Indira Gandhi international airports through duty free and travel retail distribution specialist BWC Forwarders. In addition to 4711 Original, the Baldessarini lines Ambré, Nautic Spirit, Secret Mission and Strictly Private lines were listed.

A month later from 1 May, the 4711 Original edc 200ml natural spray (which is a travel retail exclusive), went into the inflight catalogue of EVA Air, hubbed at Taiwan Taoyuan International Airport. The airline is also offering the 4711 Original edc miniature set of five 8ml (also a TRE), and the 4711 Acqua Colonia Pink Pepper & Grapefruit edc (170ml) for pre-order.

Meanwhile in the Middle East, M&W has gained listings for both Baldessarini and 4711 with Iraq Duty Free at Baghdad and Erbil International airports. The house is supporting the launch with an exclusive Erbil 4711 Original edc 150ml edition.

An Iraq Duty Free spokesperson says: “Passengers travelling through our shops are looking for contemporary fragrances from famous international brands. They will be delighted to find Baldessarini and 4711, particularly the Erbil-exclusive.”

Sascha Gillessen, responsible for the travel retail business at M&W adds: “Baldessarini and 4711 are enjoying a resurgence in travel retail. We believe the channel is an ideal launch pad for fragrances of this calibre and we look forward to extending our presence.”

TABAC CUTS IT FINE

In Europe, M&W has been raising the profile of the Tabac brand with a specially-designed mobile Barbershop at AMS where qualified barbers are giving traditional wet shaves, beard and moustache trims, plus shave and care advice to travellers until the end of the month using the catchy slogan: ‘Tabac wishes you a #shaveflight’.

All the care products, including pre-shave, shave and aftershave, as well as the Tabac Original and Tabac Gentle Men’s Care fragrances are offered for sale at the Barbershop, situated in the departure lounge. The pop-up was organised by airportpopup.com, part of the AirCommerce Group.

“The mobile Barbershop brings the Tabac brand to the attention of the current target group but we also reach new users,” comments Keesjan Risch, Country Manager Benelux at M&W. “It is part of the Benelux strategy to communicate the expertise of shaving and also the story behind the brand which dates back to 1959. The barber trend has been visible for years and will only increase – men’s grooming is booming!”

Bastiaan Parson, Kappé Schiphol adds: “Kappé is always open for working together with brands which do something new and offer a real experience, provided that everything complies with the extremely demanding requirements of an airport.”

The Barbershop is expected to be seen by around 1.3m travellers at AMS in May. It will then tour the Benelux countries stopping at various sales outlets, shopping malls and events.