Burberry has signalled its expansion plans in travel retail with a milestone launch at London Heathrow Airport.
The debut of Burberry Goddess Eau de Parfum has been marked with an immersive pop-up activation at Heathrow Terminal 4 created as the result of a trinity collaboration with Dufry and the airport.
Coty Managing Director Travel Retail Europe Olivier Louis said: “We are thrilled to partner with Dufry to debut the Burberry Goddess Eau De Parfum exclusively at Heathrow Airport. 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.
“The collaboration sets a new standard for retailtainment and customer engagement in the travel retail industry. By fearlessly pushing boundaries and embracing innovation, Coty aims to continue to inspire travellers and redefine the future of luxury retail.”
This launch experience will be in place at the airport through August, but shoppers at Heathrow got exclusive access to the product ahead of its global launch on Tuesday (1 August).
“The pre-launch showcases a number of outstanding activations through July and August in stores, out of stores and digitally,” explained Dufry UK Head of Beauty Delphine Poultney. “This is particularly special for us in the UK with Burberry being such an iconic British brand and is a great product for our customers who are looking for something British to take home.”
Creating a “powerful omnichannel customer experience”, the space features the Burberry Goddess olfactive discovery where shoppers can explore the aroma with its notes of lavender, cocoa and ginger.
Heathrow 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.”
The stylish bottle is also Burberry’s first ever refillable fragrance, featuring a gabardine-inspired gold label and modern gold medallion.
Source : DFNIFRONTIER