SINGAPORE. Coty Travel Retail Asia Pacific has teamed up with The Shilla Duty Free and Changi Airport Group for the ‘Fly With Me’ multi-brand fragrance discovery pop-up at Changi Airport Terminal 1, which runs from 15 April to 24 May.
The #Changi1st animation showcases several of Coty’s popular fragrance brands including Burberry, Chloé, Marc Jacobs and Miu Miu and is exclusive to Singapore Changi Airport.
Alongside the pop-up, Coty is celebrating a new partnership milestone with Alipay+, the global cross-border mobile payments and marketing solutions app operated by Ant group. Thanks to this new partnership, Singapore is the first destination outside of China to introduce Alipay Super Brand Day.
Singapore Changi Airport is the only location where travellers can buy the exclusively pre-launched Marc Jacobs Daisy Paradis Limited Edition and the first airport in Asia Pacific to offer three new seasonal Marc Jacobs Daisy Paradise fragrances.
The omnichannel animation reinforces themes of travel and discovery from Coty’s signature fragrance brands, offering a curated scent assortment bolstered by interactive digital and retailtainment elements.
A ‘Fly With Me’ airplane is the centrepiece of the pop-up. A gamepad invites travellers to embark on an olfactive discovery experience, where travellers can diffuse different scents using a joystick.
A Flight Simulator offers an interactive gaming experience where consumers can fly their own plane and aim to attain the best score. A multi-scented tablet is also available for shoppers to choose their bespoke perfumes.
Burberry is showcasing its Burberry Hero, Burberry Her and Burberry Her Eau de Parfum and Eau de Toilette expressions. Burberry Hero is a fresh, bold scent made of warm cedarwood oils, Burberry Her is a modern romantic scent, while Burberry Her Eau de Parfum blends red and dark berries with a woody accord. The Eau de Toilette expression blends fruity notes with drydown.
Chloé is highlighting its Signature Eau de Parfum and Nomade Eau de Parfum expressions. The former is a timeless scent centred on classic rose, while the latter is a delicate and warm fragrance.
Marc Jacobs is showcasing the Daisy Paradis Limited Edition fragrances, a seasonal twist to its classic Daisy scents. Each fragrance is made with pink and purple notes inspired by a free-spirited sunset walk.
Miu Miu is presenting its Miu Miu Fleur de Lait Eau de Parfum which offers delicious notes of mango, osmanthus petals and coconut milk.
At the pop-up, shoppers receive an exclusive multi-way tote bag as a complimentary gift with purchase.
New digital milestones in travel retail
According to Coty, Singapore is rapidly reclaiming its status as one of the most popular destinations for Chinese tourists as Mainland travellers once again take to the skies. The Coty and Alipay+ partnership is designed to target Chinese consumers, particularly with the first Alipay Super Brand Day in Singapore.
The Alipay+ partnership is commemorated with ‘Fly With Me’ popup campaign and the launch of the Coty Travel Retail Asia Pacific Brand Hub Centre on the Alipay app. At the Brand Hub Centre, shoppers can search ‘Duty Free Shopping’ on the Alipay app to shop an extensive range of Coty products, collect brand coupons and unlock exclusive deals even before they arrive in Singapore.
While Singapore is the first country outside China to launch the Alipay Super Brand Day initiative, the partners plan to expand the Brand Hub Centre to other regions in Asia Pacific.
Changi Airport Group Managing Director of Airside Concessions Teo Chew Hoon said: “We are excited about this partnership with The Shilla Duty Free and Coty, whose recent collaboration with Alipay augments the omnichannel shopping experience and allow passengers to unlock exclusive deals even before they arrive in Changi Airport. The games and immersive activities, which enable Coty’s brands to form deeper connections with customers, also elevate the overall experience for our passengers.”
The Shilla Duty Free Singapore Vice President, Managing Director Jeff Lee added: “Through Fly With Me, we are proud to collaborate with Coty to invite travellers to create their own fragrance journey and explore various signature scents through a unique experience that taps into every individual’s personal tastes and preferences.”
“We are excited to introduce immersive O2O activation with Coty’s most signature fragrances through Fly With Me”, commented Coty Travel Retail Asia Pacific Vice President Tracy Chen.
“As an industry leader in fragrance, Coty has always had a close and symbiotic relationship with Changi Airport Group and Shilla Singapore. With Chinese consumers forming an important customer group, our partnership with Alipay+ further enables us to engage them through innovative mobile payment and digital solutions.” ✈
