Gebr. Heinemann’s GHARAGE division launches ‘functional fragrances’ brand Nullpunkt

GERMANY. Gebr. Heinemann’s GHARAGE innovation division is seeking to exploit the trending and niche ‘functional fragrances’ market in travel retail and domestic channels with the launch of its own premium brand, Nullpunkt.

The four fragrances of the start-up brand are now available in Nullpunkt’s own webshop at www.nullpunkt.co and will be introduced successively in selected Heinemann airport shops worldwide.

First sight of products from Nullpunkt, the new brand from Gebr. Heinemann

Gebr. Heinemann said the launch of a premium functional fragrance brand was born out of the desire to open up new channels and reach new target groups. 

GHARAGE is Gebr. Heinemann’s Hamburg-based Vision Hub, which is dedicated to innovating for the travel retailer’s future. 

The division’s Managing Director Lennard Niemann said: “Research shows that consumers’ needs for wellbeing and mindfulness is constantly growing. With the new category of functional fragrances, we are perfectly serving these needs.

“Nullpunkt as a brand has a great fit with the traveller journey as travellers often find themselves in stressful and tired situations. We are convinced that we will create a great radiance with Nullpunkt, not only in, but also outside of travel retail.” 

Gebr. Heinemann described Nullpunkt as combining the “functional knowledge from aromatherapy with the expertise and ambition to compose a complex fragrance”.

GHARAGE incubated the start-up from ideation to concept in Hamburg and developed the fragrances with French perfumer Marie Urban Le Fevre in her Berlin lab.

GHARAGE Project Owner Amanda Mai Khuong-Duc said: “Our functional fragrances represent an extraordinary range of perfumes. Nullpunkt is not only meant to have a pleasant scent, but rather to function and to support people in achieving a balanced state of mind.

“The four grades 0.1 Relieve, 0.2 Release, 0.3 Refocus and 0.4 Refuel are olfactory helpers for typical phenomena in our fast-paced society: stress, anxiety, lack of concentration and fatigue.

“Applied situationally, 0.1 and 0.2 have a calming, grounding effect and 0.3 and 0.4 have an energising, refreshing effect. Combined with jojoba oil, they also flatter the skin.”

During product development, Gebr. Heinemann said GHARAGE placed great emphasis on sustainability. The ingredients of the fragrances are natural, the bottles recyclable, and the packaging is made of FSC-certified material.

Further, sources of supply are German companies with sustainable supply chains, the products are 100% vegan and carry the Vegan Society certification. In addition, the certification process for the international quality seal for natural cosmetics ‘NaTrue’ is underway.  

Gebr. Heinemann Chief Commercial Officer Dr. Dirk Schneider said: “As an innovative premium brand, Nullpunkt is a good example of how we at Gebr. Heinemann implement our mission statement to be a valuable travel companion and to offer a spectacular and sustainable assortment.”

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