New York’s John F Kennedy airport has teamed up with Coty, DFS Group and Clear Channel Airports to present the new Burberry Goddess fragrance to customers travelling through Terminal 4.
Set to run in the centre of the retail hall, the activation, described as an ‘exhibit’, will run until mid-August.
Brand representatives give travellers the opportunity to sample the new fragrance, which is currently being rolled out globally.
Burberry Goddess, which is built around different vanilla notes, is the first from the brand to be sold in a refillable flacon.
At JFK T4, the fragrance is available to purchase from the exhibit as well as at DFS Group beauty locations.
Beyond JFK T4: Burberry Goddess launch
For the European launch, Coty Travel Retail Europe partnered with Dufry for an immersive pop-up at London’s Heathrow Terminal 4.
In situ throughout August, the activation integrates a variety of omni-channel customer touchpoints.
“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.”
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.”
In its latest quarterly earnings report, Coty’s travel retail division saw 30% year-on-year growth. The channel accounted for 8% of the group’s sales over the period.
“All categories, including fragrances, collections, colour cosmetics and skincare, are performing above the sales trend,” Coty Senior Vice President Global Travel Retail Guilhem Souche told TRBusiness in a recent interview.
He continued: “Travel retail has been a growth engine in the past year and it’s going to continue to be a growth engine next year.”