Parfums Christian Dior, Malaysia Airports and Colours & Fragrances (C&F) have hosted a launch event for the Dior Backstage pop-up at Kuala Lumpur International Airport (KLIA). It is the first of its kind in a Southeast Asian airport.
As reported, the pop-up is devoted to Dior make-up and features a “luxurious and graphic” décor of black lacquer in an attempt to capture the spirit of the brand.
“We are excited that KLIA is the first airport in Southeast Asia to open its doors to the Dior Backstage pop-up,” said Malaysia Airports Senior General Manager for Commercial Services Nazli Aziz. “It is very much in line with our mission of enhancing the ‘Total Airport Experience’ by continuously introducing unique products and services for travellers.”
Aziz said the introduction of international brands was likely to boost overall retail revenue per passenger. “I’m pleased to note that overall sales per passenger at KLIA recorded double-digit growth of +13% in 2017,” he said. “Furthermore, in the first half of this year, sales of products under the perfumes and cosmetics category grew by +45% compared against sales recorded in the corresponding period in 2017.
“In that respect, Malaysia Airports is committed to our retail partners and we will continue to deliver exciting commercial value propositions to further entice passenger spending.”
Parfums Christian Dior Area Manager for Southeast Asia Gregoire Walter commented: “KLIA being a preferred travel and transit hub in the world makes it the ideal place to have this beautiful Dior Backstage pop-up to offer a world-class experience with tailor-made services in this region. This project would not have been possible without the active collaboration and trust-based relationship of each party.”
C&F Assistant General Manager Amy Chew added: “C&F is proud to be working closely with Malaysia Airports and Christian Dior Parfums to present a multi-sensory, immersive and personalised experience for our global shoppers with the excitement surrounding the launch of the Dior Backstage pop-up.”
