UAE. Two LVMH-owned houses, Givenchy and Glenmorangie, this week joined forces with Dubai Duty Free in a unique collaboration showcasing the craft and artistry of perfume creation and whisky making.
The two houses conducted a ribbon-cutting ceremony with Dubai Duty Free at Dubai International Airport (DXB) Terminal 1 on Thursday (12 May) to mark an extensive month-long range of activations launched across the world’s busiest international gateway on 2 May.
They include three high-profile promotions in departures, a further four in arrivals and an additional 14 locations across DXB, what the two brands described as an “unprecedented” level of shared travel retail animations.
The activities centre on a key expression from both brands. The first is male fragrance Gentleman Givenchy Réserve Privée, a recently introduced variation of Givenchy Gentleman (first launched in 1975 by Hubert de Givenchy and updated in 2017), which was inspired by the world of whisky.
It is complemented by the acclaimed Glenmorangie Signet single malt Scotch whisky, renowned for its mocha flavours. The Glenmorangie Company Head of Distilling & Whisky Creation Dr Bill Lumsden describes it as his attempt to bring the aroma of a cup of coffee to life in a whisky, and as his proudest single malt creation. Launched in 2008, it was the first single malt whisky to use high roast ‘chocolate’ malt barley to create a spirit of espresso intensity.
The retail experiences arose from a collaboration between Dr Lumsden and Gentleman Givenchy’s Master Perfumers Nathalie Lorson and Olivier Cresp. From this encounter, Givenchy Gentleman Reserve Privée was born. The fragrance offers a striking duality between whisky absolute and iris while the evocation of woody, ambery, textured notes echo the olfactory notes of aged whisky casks.
The events represent a first for both Maisons and are exclusive to Dubai Duty Free.
Speaking at the ribbon-cutting ceremony, Dubai Duty Free Chief Operating Officer Ramesh Cidambi said, “It’s really a privilege for us to launch this collaboration between Givenchy and Glenmorangie. To be able to introduce it through Dubai Duty Free is a fantastic opportunity. The performance of both the brands has been fantastic since we opened this area.”
“We are always aiming at raising the bar,” said Moët Hennessy Managing Director Travel Retail EMEA & Americas Donatienne de Fontaines-Guillaume. “It is my pleasure and an honour for us to launch this collaboration into Dubai Duty Free.”
Givenchy Director General International Onur Aktas spoke warmly of the maison’s strong relationship with Dubai Duty Free and commended all those involved across the three parties on the collaboration. “At the end of the day we share the same values. We have the same ambition, which is to offer new experiences for our clients so I’m very happy that we can do this together.”
On the previous evening the partners hosted a sumptuous evening at The Dubai EDITION’s Jolie restaurant featuring a fragrance masterclass from Nathalie Lorson and a presentation by Dr Bill Lumsden.
[Click on the podcast icon to listen to Philippe Farnier, newly appointed President and CEO Travel Retail LVMH Beauty, speaking with Martin Moodie about the landmark collaboration between LVMH brands]
The collaboration features a 360 degree consumer journey that embraces full digital activation and a “never seen before” level of trade activation.
It includes 21 individual activations and additional gondolas in Dubai Duty Free’s wines and spirits stores; The Dubai EDITION evening; and a disruptive consumer experience featuring an olfactive discovery journey across both fragrance and whisky. Glenmorangie tastings also boost consumer engagement.
[Dubai Duty Free Chief Operating Officer Ramesh Cidambi talks to Martin Moodie about the partnership with the two LVMH brands and the retailer’s encouraging recovery from the COVID doldrums]
The two days’ activities represented Givenchy’s first PR event for Middle East travel retail. The Dubai EDITION Hotel event was attended by company representatives, press influencers and VIPs, with The Moodie Davitt Report representing travel retail media, and a senior delegation from Dubai Duty Free.
Lumsden said: “There are many parallels between perfume and single malt whisky. So much so, that when I’m describing my whisky, I keep the philosophy of perfume in mind, as I explore the different layers of aroma and flavour.
“Filled with spiralling notes of chocolate, coffee and sizzling spice, Glenmorangie Signet is one of my proudest creations. And since Gentleman Givenchy was one of the very first fragrances I ever wore, it has been a particular honour to share my whisky universe with Natalie and Olivier as they created their Réserve Privée. I hope travellers who visit our shared retail experiences in Dubai International Airport will enjoy exploring the best of both our worlds.”
Lorson said: “It was a great pleasure to mix our savoir-faire with that of Dr Bill and to share the heritage of our two crafts through this collaboration for Gentleman Givenchy Réserve Privée.
“In this perfume we tried to capture the fresh top note you have in the whisky with this zesty freshness, as well as the woody notes that come from the casks in which single malt is aged. As perfumers we try to do exactly the same as whisky creators. We share our love for fine raw materials, as well as patience and passion, as we seek the perfect quality for the effect we want to create.”
[At The Dubai EDITION event on Wednesday night, Dr Bill Lumsden chatted about his whisky journey with Martin Moodie in a compelling conversation graced at one point by Nathalie Lorson. Click on the icon to listen].
SOME ENCHANTED EVENING AT THE DUBAI EDITION
