Parfums Christian Dior teams up with Malaysia Airports Holdings Bhd to open its first pop-up boutique in KLIA


  • Style
  • Saturday, 30 Nov 2019

(Fourth from left) Nazli Aziz, senior GM of Commercial Services at MAHB, and Gregoire Walter (fifth from left), Parfums Christian Dior, Travel Retail South-East Asia Area manager at the recent media briefing of the Dior Prestige pop-up boutique at KLIA. - Sandra Low

Pop-up stores are all the rage, allowing brands to communicate with customers in a new way and introduce exclusive products.

In August, Parfums Christian Dior teamed up with Malaysia Airports Holdings Bhd (MAHB) and DR Group via its beauty arm, Colours & Fragrances (C&F) in introducing Dior Prestige's pop-up boutique at South-East Asia Travel Retail at Kuala Lumpur International Airport (KLIA).

This is Dior Prestige's first pop-up boutique in a South-East Asia airport.

Located at the Satellite building of KLIA's main terminal, this exclusive pop-up boutique concept lets travellers experience Dior skincare's products and its premium skincare range, Dior Prestige.

The Dior Prestige pop-up boutique at KLIA is the brand's first such store in a South-East Asia airport. - DR GroupThe Dior Prestige pop-up boutique at KLIA is the brand's first such store in a South-East Asia airport. - DR Group

Dior Prestige tells the story of an exceptional rose: the Rose de Granville, a legendary flower with an extraordinary micro-nutritional wealth - a flower and ingredient in the heart of its skincare products.

The Dior Prestige pop-up boutique, designed with a Christmas theme, invites visitors to discover the combination of Dior science and the power of the Dior rose through different experiences. Travellers can purchase Dior Prestige travel sets that are exclusively available at the pop-up boutique at KLIA.

Customers are offered a personalised skincare consultation and product demonstration with Dior Prestige iconic products including the brand's best-selling serum Micro Huile de Rose.

Inspired by nutritional supplements, La Micro-Huile de Rose is the first nourishing supplement to recharge the skin with exceptional energy. In each bottle, over 10,000 rose micro-pearls provide nourishment to revitalise the skin to be softer, smoother and more luminous.

At the media walk-through this week, Nazli Aziz, senior GM of Commercial Services at MAHB, said their data shows that perfume and cosmetics is a highly sought-after category among KLIA passengers.

(Fourth from left) Nazli Aziz, senior GM of Commercial Services at MAHB, and Gregoire Walter (fifth from left), Parfums Christian Dior, Travel Retail South-East Asia area manager at the recent media briefing of the Dior Prestige pop-up boutique at KLIA. - Sandra Low(Fourth from left) Nazli Aziz, senior GM of Commercial Services at MAHB, and Gregoire Walter (fifth from left), Parfums Christian Dior, Travel Retail South-East Asia area manager at the recent media briefing of the Dior Prestige pop-up boutique at KLIA. - Sandra Low

"In 2018, it was the top performing category in retail sales at our airports. This makes the opening of the first Dior Prestige pop-up boutique in South-East Asia at KLIA doubly exciting. It also aligns perfectly with our organisation's commercial reset strategy to position our airports as shopping and lifestyle destinations," Nazli added.

Gregoire Walter, Parfums Christian Dior, Travel Retail South-East Asia area manager, said, "This trinity partnership with C&F and MAHB gives us another wonderful opportunity to bring unique products, services and retail experience to life at KLIA."
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