Coty has partnered with Dubai Airports, Dubai Duty Free and JCDecaux to open a Philosophy outlet at Dubai International Concourse D.

The 35sq m pop-up is the skincare and fragrance brand’s first retail space in the Middle East.

Philosophy pops up in the Middle East for the first time, in partnership with Dubai Duty Free.

The outlet, which will be open for six months, features an interactive ‘cleanse, peel and treat’ bar where shoppers can touch and feel the Philosophy products. A large digital book showcases the top three skincare lines, with further details available to consumers via videos on iPads provided on a consultation table.

The outlet’s fragrance wall is designed to engage shoppers with a ‘which Grace girl are you?’ quiz, offering a different fragrance from the Grace range to match each ‘Grace girl’ personality. The pop-up will also feature seasonal promotions.

‘Where science meets inspiration’: Philosophy is introducing travelling consumers to its brand ethos at Dubai Duty Free.

Dubai Duty Free Senior Vice President Purchasing Saba Tahir said: “We are delighted to be launching the Philosophy brand in Dubai Duty Free with our valued partner Coty and have tremendous belief in this brand. We look forward to seeing the results in the coming weeks.”