December 21 2023  |  Retailers

Duty Free Americas rolls out holiday season ‘Red Carpet’ fragrance activations

By Hibah Noor

Hitting the ‘Red Carpet’ with Duty Free Americas: Chanel commands a major presence across Miami and Atlanta International airports

Duty Free Americas (DFA), the largest travel retailer in the Western Hemisphere, is hosting a series of high-impact, immersive fragrance activations throughout the holiday season.

Affirming its status as the partner of choice for the prestige beauty category, DFA has teamed up with airports including Miami, Hartsfield-Jackson Atlanta, Tocumen and Punta Cana International to bring trend-led fragrance releases to life. World renowned and niche brands including Chanel, Gucci, Versace, Carolina Herrera and Perry Ellis are all long-term DFA partners choosing to collaborate with the retailer this Christmas.

The December ‘Red Carpet’ activations spotlight popular, limited-edition releases through DFA’s strategic 360-degree approach. Compelling displays, pop-ups, luxury beauty kiosks, bold wraps and innovative floor graphics all drive shopper engagement. Striking digital campaigns are live at key locations to further generate footfall.

DFA beauty ambassadors are on-hand across the region to provide personalized beauty advice to travelers and support them on their fragrance journey. According to DFA, this is part of the travel retailer’s wider concierge approach to offer the best possible service to travelers.

Each activation has been designed to bring the featured fragrances to life, engaging all five senses in a distinct brand experience.

Chanel is the first to receive the red carpet treatment with a major presence across Miami and Atlanta International Airports. Showcased fragrances include the iconic Chanel No. 5, Chanel Chance Eau Fraîche Eau De Parfum, Chanel Chance Eau Vive Eau De Toilette and Chanel Coco Mademoiselle Body Oil and Body lotion. The elegant yet whimsical pop up positions Chanel as the ultimate luxury fragrance gift.

Gucci Beauty fragrance has introduced the new Gucci Flora Gorgeous Magnolia Eau de Parfum. Travelers are invited to discover the enchanting world of Gucci Flora in Miami, Hartsfield-Jackson Atlanta and Punta Cana International airports.

The Versace Holiday Campaign reimagines opulent jewel tones across digital and static displays and 360 columns. A highlight is the attention-grabbing beauty kiosk at Tocumen International Airport Terminal 2, designed to give the fragrance unrivalled prominence and promote sampling in a luxurious environment.

Carolina Herrera receives “a dramatic makeover for the season”, clad in a festive, cheerful red accompanied by ‘Happy Holidays’ messaging to promote gifting. The iconic Good Girl and Bad Boy fragrance holiday campaign runs across Miami, Tocumen, Washington Dulles and Punta Cana International airports.

Other activities include a Narciso Rodriguez All of Me pop-up at JFK Terminal 7 Main Store in New York, and Perry Ellis Sky Red cashier wraps at Tocumen International Airports.

“Duty Free Americas is a powerhouse player in luxury fragrance retailing, as the breadth and depth of these dynamic ‘Red Carpet’ activations show,” said Joseph Falic, Duty Free Americas Vice President. “From our innovative, immersive pop-ups to the incredible service offered by our expert beauty concierge, there’s a reason so many brands choose us as their retailer of choice in the channel. I’m proud of the efforts of our entire team across the region as they work to make the holiday season a magical one for our brand partners and our travelers.”

REGION Americas
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