UK. Jo Malone London ushered in the season of gifting by unveiling its ‘Galaxy of Gifts’ pop-up at London Heathrow Airport Terminal 2 in partnership with World Duty Free. It will run until February 2020.
The Estée Lauder Companies-owned brand has also opened a number of ‘gifting-on-the-go’ pop-ups in Birmingham and Manchester throughout the holiday season as part of its ‘Scented Spectacular’ campaign with World Duty Free.
The Moodie Davitt Report Fashion, Beauty & Social Media Editor Hannah Tan-Gillies was on location for the debut of the larger-than-life installation.
The Galaxy of Gifts pop-up features a towering display inspired by Jo Malone London’s signature packaging.
The whimsical installation is separated into different retail-tainment zones that highlight the joys of gifting and Jo Malone’s value as a gifting brand. Customers begin their journey with a one-on-one fragrance consultation, where they can discover their signature Jo Malone London scent.
Afterwards, customers can take selfies inside a super-sized Jo Malone candle and share their Scented Spectacular experience on social media.
The pop-up placed special emphasis on customisation with some eye-catching features on-site. Guests can customise their fragrance bottles with Jo Malone London charms and get an on-site calligrapher to decorate their fragrance boxes. Most notably, poets are present during selected days to create personal Haikus for some lucky customers.
Aside from Heathrow, customers can also decorate their Jo Malone purchases with limited-edition charms in the brand’s Scented Spectacular sites in Birmingham and Manchester airports. Both locations also feature striking visual takeovers as part of Jo Malone London and World Duty Free’s Scented Spectacular campaign.
The pop-up features the brand’s ‘Magic and Mayhem’ holiday campaign as well as its travel retail-exclusive ‘Galaxy of Gifts’ campaign visual. Travelling shoppers in Heathrow can also purchase the brand’s limited-edition Rose Magnolia fragrance at the pop-up.
The new Rose Magnolia fragrance is available in a limited-edition 100 ml bottle. Customers can also customise their Rose Magnolia fragrance bottles with a rose-inspired enamel charm, exclusive to travel retail.
Elsewhere in T2, the Jo Malone counter in World Duty Free has been transformed into a tinsel-themed gifting paradise. Here, customers can get Jo Malone hand-massages and also buy its holiday sets and pre-wrapped gifts on the go.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Jo Malone London’s will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.
Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media”
Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team.
Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy.