Inflight Brochure Monitor: Icelandair’s Saga Boutique – 14/06/07

Icelandair
Airline: Icelandair
Title: Saga Boutique
FREQUENCY: Quarterly
PAGINATION: 52 (including covers)
CATEGORIES (including advertising):
  • FRAGRANCES: 6 pages
  • BEAUTY PRODUCTS: 14 pages
  • JEWELLERY: 11 pages
  • WATCHES: 3 pages
  • KIDS: 2 pages
  • USEFUL ITEMS: 6 pages
  • FOR THE HOME: 2 pages
  • Quality of paper: Good
    Photo quality: High

    Pre-order: Yes, by telephone (+ 354 50 50 305) at least three working days before departure. You can collect on-board or at the Saga Boutique store at the terminal in Leifsstöð Keflavík Airport.

    Website preview available?:
    Yes, at www.sagaboutique.com – you can browse online or download the current catalogue in PDF format.

    Website sale available: Yes

    Source: ©The Moodie Report

    ICELAND. The Spring issue of Icelandair’s inflight brochure, Saga Boutique, is fresh and sophisticated, with a heavy focus on jewellery and cosmetics.

    The stunningly simple April-June cover features two of the latest watches from Skagen, crisply shot on a sky blue background, fulfilling the catalogue’s aim of appealing to discerning shoppers.

    The opening spread is devoted to essential customer information, such as where to shop – either inflight or at the Saga Boutique store in the terminal at Leifsstöo Keflavík Airport – how to pre-order, where to pick up your purchase, and what currencies are accepted.

    All text is printed in both English and Icelandic, in clearly defined dual columns and with useful telephone numbers, e-mail and website addresses included, indicating that the brochure is intended to be taken home to browse. This is a smart move, considering its lengthy three-month shelf-life, as it gives frequent flyers the opportunity to choose products to purchase on their next flight.

    Women’s fragrances kick-start the shopping pages. The section is led by the new Versace Bright Crystal edp, priced at ISK 5.300/€57. The spread takes a pink theme with Calvin Klein Euphoria Blossom – also new to Saga Boutique – and Boss Femme taking up the remainder of the space. The design is understated but effective, with drop-down grey coloured panels, offering extra prominence to selected products.

    Over the page, three more women’s fragrances take centre stage including Lovely by Sarah Jessica Parker, Chanel No 5 and Armani Code, plus Dolce & Gabbana’s new scent, The One. This female-orientated introduction is well balanced by the next three pages, which are devoted entirely to men’s grooming. One whole page is given to Hugo Boss, with Boss Selection edt, Boss Skin Care Moisturiser and Boss Aftershave featured in equal measure. Big brands include Calvin Klein Euphoria Men and Armani Black Code plus a new addition, Biotherm High Recharge Anti-Fatigue Moisturiser.

    The following 14 pages are devoted to women’s Beauty products. Elizabeth Arden’s new Prevage anti-ageing cream, retailing at ISK 12.800/€139, is by far the most expensive product in the section. More Elizabeth Arden cult products, including Green Tea Honey Drops Body Cream and Eight Hour Cream Skin Protectant are also featured, along with home-grown brands such as TÆR Icelandic soothing skin cream, and the Iceland Geothermal Spa skincare set.

    The airline showcases six Estée Lauder skincare and make-up products, two of which – Advanced Night repair and Projectionist Mascara – are new additions, proving that the offer is kept fresh throughout.

    The Fragrances section features typically high-quality images and prices in two currencies


    The remaining 11 pages include products from many leading European and American cosmetics brands including Dior, Bobbi Brown, La Source, Lancôme, Yves Saint Laurent and Guerlain (which takes two pages) plus Clarins, L’Occitane, Origins and La Prairie (each taking one page). This mixture caters well to Icelandair’s client base, travelling between Reykjavik and a range of US destinations such as Baltimore, Boston, New York and Washington DC.

    Japanese skincare brand Kanebo is given a double-page spread (including one full page advert) to showcase its products, including Instant Tanning gel, Sensai Lifting Cream and Concealer for under eyes.

    Next up is the Jewellery section – the second biggest. It opens with a page of 14ct gold and diamond necklaces, earrings and rings priced from ISK 7.100/€99.

    Opposite lies a Misaki advertisement which features two pearl necklaces for sale within a promotion. Swarovski offers six of its best selling and latest items, including the Blink Fireball Pendant. Icelandic jewellery brands such as Hendrikka Waage, Sign, and an Italian brand, Zoppini Firenze, take the remaining five pages, with mostly stainless steel or rhodium plated, or white gold items, showing that silver is in fashion onboard Icelandair.

    Special offers features items with a 30% discount


    The Watches section, though just three pages, is one of the most dynamic in the catalogue, with six out of the nine products featured being new additions. Kenneth Cole has two listings, with two products each from Skagen and DKNY, plus one from Casio, Misaki, and Dryberg/Kern.

    The two-page Kids section features a mixture of products, from children’s jewellery to phone charms, games, electronic pets and sunglasses – all priced at ISK 3.200/€34 or under. The strict design and generous space given to each makes it easy to view and browse.

    The back end of the magazine houses Useful items and For the home, where the number of products to a page is stepped up, with a diverse selection. As well as sunglasses from Evita Peroni, Karen Millen and Armani, there are hair accessories, pashminas, an alarm clock, electronic sudoku, fortune-telling cards and napkin rings on offer. More in keeping with the brochure’s high-end feel are items from Bang & Olufsen (earphones, Bluetooth headset), Georg Jensen (salt cellar, pie server), and Hugo Boss (a belt, wallet and socks). Local items such as Gabbró Steinar Icelandic stones for cooling your drink, and The Original Icelandic Schnapps, bring regional flavour to the mix.

    The catalogue ends with a two-page showcase of European flights-only special offers – products with 30% discount – divided into the months in which they are available for purchase. These include a Hugo Boss passport holder for ISK 3.700/€40, a DKNY Topaz watch for ISK 5.900/€63, and Gucci Envy Me edt for ISK 2.4000/€26.

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