Paolo Terenzi: “The market is changing for artistic perfume.”

High-end Italian fragrance house Tiziana Terenzi has entered the Americas travel retail market with a personalised wall at New York JFK Airport T7, in partnership with Duty Free Americas. Further duty free expansion is planned following strong growth in the channel in 2018.

The company – whose higher strength extrait de parfum fragrances start at €160 (US$186) for 100ml and go up to €685 (US$795) – said that the time has come for more artistic/niche scents in travel retail. This follows a presence at the TFWA World Exhibition in Cannes, where the company said it had “the best results in an exhibition ever for our brands”.

Paolo Terenzi, President of parent group Cereria Terenzi Evelino, told The Moodie Davitt Report: “We see a big opportunity in airports but it has to be the right space and environment to express the brand concept. The market is changing for artistic perfume and my vision for airports today is a big one. I think specific areas in duty free for niche and artistic perfumery will become a trend.”

The Tiziana Terenzi personalised wall at New York JFK Airport T7.

The Terenzi brand – whose collections include Gold, Black, Anniversary, Luna, and Luna Stars – already has a well-developed travel retail presence via Gebr Heinemann. Airports include Tel Aviv, Moscow Sheremetyevo, Istanbul, and Baku.

It is also present at Dubai International with Dubai Duty Free; Antalya in Turkey and Burgas and Varna in Bulgaria with Dufry; and in Muscat with Aer Rianta International’s joint venture.

Threefold increase in sales

“Travel retail has become a big piece of our overall market, said Junior Export Manager Mattia Del Prete, who is also in charge of travel retail. “The channel performance is amazing. Year-to-date, we have done three times more sales than the same period in 2017.”

The company said that consumers are asking for the Terenzi brand by name, and attributed this to its global marketing and social media efforts – not least due to the larger-than-life character of Paolo Terenzi.

The president said of his fragrances: “The olfactory structure abandons the idea of the classic pyramid and becomes a universal language that takes the indelible emotions of real life and turns them into song.

For this reason, the fragrances of the collection are ‘politically incorrect’ and do not follow all the basic canonical rules of perfumery, but explore new paths, sometimes rough and difficult.”

Team Terenzi: From left are President Paolo Terenzi, Junior Export Manager Mattia Del Prete, and Creative Director Tiziana Terenzi on their boat, SuperFun, in Cannes. (Photo: Kevin Rozario)