As part of its commitment to drive premiumisation in the fragrance category, The Nuance Group is launching Boss The Collection and has the global premiere for the Dolce & Gabbana Velvet Collection from P&G into travel retail. The two fragrance collections have initially launched at Antalya Airport T2, with European exclusivity for The Nuance Group until end of this July. The premium offer also includes the Tom Ford Private Blend Collection, a premium line with very selective distribution from Estee Lauder Companies.
“This first to market launch underlines the very strong partnership between The Nuance Group Europe and P&G,” says TNG Commercial Director Europe Alexander Anson-Esparza. “Antalya T2 is the perfect choice as the launch airport given that it is one of the top ten European Airports during the summer season, attracting an increasing number of high spending Russian and Eastern European travellers. What’s more, these two collections – Dolce & Gabbana Velvet Collection and Boss The Collection – as well as Tom Ford Private Blend – are all perfect brands within our new super premium fragrance concept.”
Operated through the Nuance Net joint Venture, The Nuance Group unveiled the new European Duty Free Store concept at Antalya Airport Terminal 2 in May. The super-premium P&C zone is one of a number of premium elements, incorporated to meet the demands of high-spending passengers from the BRICs (Brazil, Russia, India and China) region. Anson-Esparza continues: “As well as focussing on the growing number of BRICs passengers, we are seeing an increase in the number of women travelling for whom fragrances and cosmetics are a key attraction.”
Boss The Collection is an exclusive and luxurious collection of five fragrances with a selling price of 150 Euros, first launched on domestic markets in 2011. It is inspired by the fine materials and textures used by Hugo Boss in its tailored suits, captured using different quality ingredients. The scents include cotton and verbena, silk and jasmine, wood and musk, velvet and amber; and cashmere and patchouli. The Dolce & Gabbana Velvet Collection was launched domestically at the end of last year and comprises six editions inspired by emotions and ingredients. The scents are: Velvet Vetiver, Velvet Patchouli, Velvet Wood, Velvet Desire, Velvet Sublime and Velvet Love.
The Tom Ford Private Blend Collection was first launched in 2007. It is a collection of unisex fragrances including the scents of Lavender Palm, Tuscan Leather, Neroli Portofino, Noir de Noir, Tobacco Vanille, Oud Wood, Champaca Absolute, Italian Cypress, Arabian Wood, Bois Marocain and Azure Lime.
“The first feedback to the launch of our super-premium fragrance zone at Antalya has been very positive from consumers and the figures reveal the same story. This concept will also be rolled out for other high profile airports in the future and is part of The Nuance Group’s ongoing commitment to driving innovation across all categories.”
“The success of any concept, however, is down to the support and commitment we receive from our supplier partners, so we are extremely grateful to P&G and Estee Lauder Companies for enabling us to progress our premiumisation strategy though these first to market launches.” Anson-Esparza concludes.