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"Just, wow!" is the first thing you think when you get anywhere the striking new standalone Penhaligon's boutique in Terminal 5.
You're drawn in by a strategic fragrance diffuser that fills the space with the brand's incomparable signature Halfeti scent. Once inside, the wonderfully quirky, interactive merchandising elements will have you hooked. It really is a diverting, gratifying experience not many brands can match.
It offers three of Penhaligon’s best-selling lines: Portraits, Trade Routes and British Tales.
British Tales pays homage to British traditions and stories and contains the Blenheim Bouquet, William Penhaligon’s first-ever fragrance, the oldest in the collection. I has notes of lemon and lavender, was initially created for the Duke of Marlborough and celebrates its 120th anniversary this year.
Portraits is a wonderfully playful range, telling the story of an imagined aristocratic family, with each fragrance depicting a character from it.
And Trade Routes takes its influence from further afield being described as “an olfactory adventure around the world”.
Beauty tech innovations are also on show at Penhaligon’s T5: the Magic Monocle digital fragrance discovery tool – accessible via an iPad in-store – allows you to delve a little deeper into each fragrance by taking a picture of the relevant QR code. And find products related to your olfactory preference.
There’s also ample opportunity to personalise your gifts: engrave bottles with your choice of motif and customise your purchases with Penhaligon’s gift boxes, multi-coloured ribbons, gift tags and bespoke messages.
As well as the beguiling fragrance lines, Penhaligon’s also offers a selection of candles, bath and body products and gift sets.
Oh, and a Heathrow-exclusive scent called Brilliantly British: a lavender and salted caramel fragrance that comes in an exclusive flaçon with a Union Jack ribbon around the neck.
Puig Vice President Global Travel Retail, Kaatje Noens, said that Heathrow Terminal 5 was chosen to honour Penhaligon’s multi-layered British heritage.
“Heathrow T5 epitomises the unique platform offered by travel retail to engage with global audiences and bring iconic brands like Penhaligon’s to life,” she said.
“Our partnership with Heathrow and Dufry has been amazing. They gave us the opportunity to open a full shop-in-shop in a very high-profile location and it ties in nicely with our limited-distribution niche fragrance strategy.
This store offers the same customer experience as a Penhaligon’s boutique in the domestic market. Travellers can explore the full portfolio, discover their favourite scents through the Magic Monocle tool, engrave their bottles and personalise their packaging.”
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