SINGAPORE. Coty Travel Retail Asia Pacific, The Shilla Duty Free and Changi Airport Group celebrated the pre-launch of the new Miu Miu Twist fragrance with an official opening ceremony last week.

As reported, the feminine fragrance debuted on 18 January at The Shilla Duty Free stores at Singapore Changi Airport, where it was exclusively available for two weeks before rolling out to other travel retail locations.

The opening event – attended by The Moodie Davitt Report* – took place at the Miu Miu Twist pop-up in the Terminal 1 Departure Transit Hall, where it will run through the end of February.

Speaking at the ceremony, Coty Travel Retail Asia Pacific General Manager Olivier Louis underlined the company’s investment on the Miu Miu brand at Changi Airport. He noted that this was the third Miu Miu fragrance pop-up animation at Changi, in partnership with The Shilla Duty Free [the first being the brand’s debut scent, Miu Miu Eau de Parfum, followed by Miu Miu L’Eau Bleue –Ed].

“It’s our third outpost and we want to, of course, make it a huge success again,” he said. “Miu Miu Twist presents another facet of Miu Miu that is even more fun and quirky, but very sophisticated at the same time.”

Louis highlighted the various retailtainment elements within the pop-up, which “bring another dimension to the brand”, he said. He also gave emphasis to Coty’s “very, very strong partnership” with Changi Airport Group and The Shilla Duty Free, presenting representatives of the two companies with flowers as a show of appreciation.

Coty Travel Retail Asia Pacific General Manager Olivier Louis welcomes media, KOLs and partners from The Shilla Duty Free and Changi Airport Group to the Miu Miu Twist pop-up.

Over the MIUn: (left to right) Emcee Sonia Chew, Coty Travel Retail Asia Pacific Key Account Manager Celia Chen, Coty Travel Retail Asia Pacific General Manager Olivier Louis, The Shilla Duty Free Managing Director Phil Yoon, The Shilla Duty Free Merchandising Director Chillie Por, Coty Travel Retail Asia Pacific Regional Marketing Director Eileen Lon, and Changi Airport Group General Manager Online Retail/eCommerce Nicole Foo celebrate another ‘Changi First’ collaboration with the launch of Miu Miu Twist.

Coty Travel Retail Asia Pacific Training Manager Louis Chua talked in detail about the new Miu Miu Twist fragrance.

The packaging, he noted, harnesses some of the Miu Miu fashion house codes: the bottle features the brand’s signature matelassé pattern in a new take on the classic vintage perfume flacon. The studded glass base is topped with a black cap and a gold and pink Miu Miu-branded collar.

The new Miu Miu fragrance bottle is a new take on the classic vintage perfume flacon, says Coty Travel Retail Asia Pacific Training Manager Louis Chua (left on stage).

The juice, a collaboration between Miuccia Prada and perfumer Daniela Andrier, has notes of vert de bergamot, apple blossom and cedar wood. It also features an exclusive new accord, pink amber, created by Andrier. According to Chua, Miu Miu Twist is a linear scent, designed to smell the same from start to finish.

Chua also introduced the Miu Miu Twist ancillary products, which include a shower gel (200ml, S$51), body lotion (200ml, S$70) and hair mist (30ml, S$49). He suggested layering them on together with the fragrance for a lasting 12-hour wear.

Miu Miu Twist features the brand’s signature matelassé pattern, with a studded glass base, black cap and a gold and pink branded collar.

Close to 20 key opinion leaders (KOLs) from Singapore and China were invited to the event, where they took part in the various experiential activities created especially for the pop-up.

The KOLs took photos at the interactive installation, designed to give the impression that they were sitting on a MIUn (moon) and floating in the galaxy. They could choose to print their photos or receive the images via email for sharing online, using the hashtags #MiuMiu, #MiuMiuTwist, #ShillaDutyFreeSG, and #ChangiFirst.

The KOL-driven event featured plenty of photo opportunities across the pop-up and dedicated event hashtags to encourage sharing and drive awareness on social media.

They also got to play a dedicated mini-game challenging them to reach the moon by navigating an obstacle course. Top scorers were rewarded with a prize.

For a personal touch, the pop-up also offered complimentary Miu Miu Twist pins, available in nine designs.

To the MIUn and back: The interactive installation (above) offered a touch of retailtainment and an image keepsake for guests (below).

The digital game, designed especially for the pop-up, challenges players to be the first woman on the moon by navigating an obstacle course to space.

Shoppers can choose from a variety of pins for another souvenir from their visit.

As part of the launch promotions, customers who purchase a 50ml Miu Miu Twist edp (S$118) will receive a 5ml miniature perfume; those who purchase a 100ml (S$157) will receive a Miu Miu Twist pouch. A 30ml edp size (S$85) is also available exclusively online at The shower gel is only available at the pop-up.

The travel retail-exclusive pop-up concept is said to be part of Shilla’s and Changi’s joint vision “to continuously captivate consumers through the launch of unique and coveted travel exclusives, and to provide more meaningful and engaging experiences to all who travel through the airport”.

*Footnote: The Moodie Davitt Report provided on-location coverage of the Miu Miu Twist pop-up launch via Instagram – check out the ‘Miu Miu Twist’ Story Highlight at this link.