February saw the unveiling of Heinemann Australia’s Luxury Precinct in Terminal 1 at Sydney Airport. Many of the world’s most luxurious cosmetic, fashion and accessories brands are on hand to tempt travellers and the beauty footprint has been greatly extended with more high profile brands, including Kylie Cosmetics, Fresh, Acqua di Parma and the prestigious La Prairie Art of Beauty Suite.
Puig, the parent company of Penhaligon’s, joined the action with the opening of its first permanent counter and pop-up in travel retail in Australia and New Zealand. The 30 square metre counter showcases the 153 year old British brand’s signature ranges – Portraits, Trade Routes and British Tales. One of the highlights of the British Tales lineup is Hammam Bouquet, the brand’s original amber/woody juice for men created in 1872 by William Penhaligon.
The Spanish fragrance-to-fashion manufacturer acquired Penhaligon’s and L’Artisan Parfumeur in 2015 to firmly position itself in the exclusive, high-end fragrance category and has greatly expanded the global network of both brands over the past eight years.
The new counter introduces key beauty tech innovations from Penhaligon’s, including the Magical Monocle digital fragrance discovery tool. Also in the mix is a premium gifting experience, which allows consumers to customise their purchases with gift boxes and bespoke messages.
The 24 square metre pop-up store in the Luxury Precinct also draws attention with a Portraits Mansion as its centrepiece and a focused storytelling message around the Portraits lineup and its distinctive stylised packaging.
Sydney International Airport’s Luxury Precinct represents the next level in airport shopping and together with Heinemann Australia, we are proud to introduce the unique storytelling of Penhaligon’s to travellers, noted Adriana Viejo, vice-president Asia-Pacific for Puig.
“The brand’s debut of this strategic location marks an important milestone in the brand’s global expansion and our partnership with Heinemann”.
Travel retail has become a priority for Penhaligon’s. In November, the brand opened its first boutique in European travel retail in partnership with Swiss-based travel retailer Dufry – a 20 square metre counter in Terminal 5 at London’s Heathrow airport.
Meanwhile, L’Occitane Group, the French natural beauty company, has strengthened its multi-brand strategy with the launch of its premium beauty brand, Grown Alchemist, in global travel retail.
The clean beauty brand has made its debut in the Asia Pacific region and has established its first retail point of sale at Sydney Airport’s Terminal 1, also in partnership with Heinemann Australia.
Estelle de Bure, Managing Director Global Travel Retail, L’Occitane Group, commented: “The opening is a milestone for Grown Alchemist and L’Occitane Group, as we seek to introduce our chic, edgy, and clean beauty brand to a new generation of travelling consumers. Offering a unique mix of breakthrough science, sustainable values and an urban edge, the minimalist boutique in Sydney is set to drive awareness and trial among travellers – with a strategic focus on Gen Z.”
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