Travel retailer Duty Free Americas (DFA) is hosting a series of fragrance pop-ups and ‘red carpet’ activations for niche and global brands across the Americas region.
Running throughout November, the activities bring to life limited-edition releases through immersive activations and expert demonstrations.
DFA ambassadors are on hand to provide shoppers with guidance as part of a concierge approach. This, the retailer said, makes for a highly personalised service with sampling and trend-led advice.
Brands featured in the November activations include Narciso Rodriguez, Montblanc, Jimmy Choo, Dior and Givenchy. Each pop-up immerses passengers in the respective brand universe.
DFA said the range of activity underscores its position as the trusted duty free retailer of choice for beauty brands.
Duty Free Americas: A reputation as a fragrance ‘force’
In Punta Cana, Dior J’adore l’Or is brought to life through highly impactful screens and bold flower motifs. The “voluptuous” fragrance with notes of orange blossom, jasmine grandiflorum and centifolia rose absolutes has also taken over Miami International Airport.
Shiseido’s Narciso Rodriguez Parfums All of Me is showcased across Miami, Hartsfield-Jackson Atlanta, Tocumen and Punta Cana airports. Created for a “new generation” of women who embrace “all that makes them unique”, the eau de parfum pairs rose centifolia with geranium bourbon above delicate muscs.
Montblanc Explorer Platinum is showcased in Miami and Atlanta, a “powerful, woody textured” fragrance that celebrates mountain exploration and adventure.
Jimmy Choo Rose Passion is a focal point in five Miami stores, presented in a bright fuchsia bottle. It offers notes of frangipani flower, orchid, jasmine, sandalwood and exotic vanilla.
The November activations round off with a beauty kiosk at Tocumen International Airport with Givenchy L’Interdit Rouge Ultime. It is made using upcycled cacao shells, offering a “seductive” warmth with range blossom, patchouli and a vetiver wood accord.
“Duty Free Americas has built a reputation as a force across the beauty category, and I’m proud of our work developing this rich series of activations,” said Joseph Falic, Duty Free Americas Vice President.
“We’re ahead of the curve when it comes to the latest beauty trends and customer needs. Our knowledgeable store staff offer the utmost in personalised shopping through our beauty concierge service, and I’m delighted that we’re able to roll out our approach with our fragrance partners this November.”
Back in September, Duty Free Americas became the eighth major travel retailer to add its name to the Duty Free World Council (DFWC) and Tax Free World Association (TFWA) anti-illicit trade declaration.