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Tag: DIWALI

  • Armani Beauty Debuts in Mumbai with Flagship Store and Celebratory Diwali Campaign

    Armani Beauty Debuts in Mumbai with Flagship Store and Celebratory Diwali Campaign

    Armani Beauty has recently unveiled a flagship store in Mumbai’s Phoenix Palladium Mall. This grand opening coincides with the brand’s debut Diwali campaign in India, marking the luxury beauty brand’s retail expansion within the nation during the festive season.

    Embracing Local Culture

    To celebrate this milestone, Armani Beauty has decorated its Palladium Mall store with Diwali-themed items that draw inspiration from the marigold motifs prevalent in Indian culture. This approach aims at highlighting India’s largest festive season, thereby blending Armani’s presence seamlessly with local traditions.

    Charles-Alexandre Bockzmak, GM of L’Oréal International Distribution Sapmena, noted that this novel Diwali initiative in India aligns with Armani Beauty’s goal of local and cultural relevance. It also aims to provide Indian consumers with unique experiences that transcend mere commercial transactions.

    Biju Kassim, CEO of Global SS Beauty Brands, which is Armani Beauty’s distribution partner in India, echoed this sentiment. He emphasized that this first-ever Diwali campaign by Armani in India signifies a transformative beauty movement in the country.

    A Vision Beyond Commerce

    Both Bockzmak and Kassim agreed that this venture reaffirms Armani’s mission to “take beauty beyond commerce,” making the brand more relatable and in tune with the evolving needs and trends of Indian consumers. This collaborative approach with local partners underscores the brand’s commitment to remain current and connected with its target market.

    Armani Beauty operates under the Giorgio Armani fashion house and is marketed under a long-term license with L’Oréal. The brand announced its first flagship store in India in November of the previous year, marking a significant expansion in its global retail footprint.

    Questions & Answers

    What is the significance of Armani Beauty’s new flagship store in Mumbai?
    The store marks Armani Beauty’s retail expansion in India, timed perfectly to coincide with the festive season of Diwali.

    What is unique about Armani Beauty’s first-ever Diwali campaign in India?
    The campaign emphasizes Armani’s commitment to cultural relevance and aims to offer Indian consumers unique experiences that extend beyond traditional commercial interactions.

    How does Armani Beauty plan to stay current with the evolving needs of Indian consumers?
    Armani Beauty aims to remain current by embracing local culture and traditions, and working collaboratively with local partners to understand and cater to evolving consumer trends and demands.

  • The Macallan targets Indian travellers at Dubai Airport

    The Macallan targets Indian travellers at Dubai Airport

    A recent Diwali-themed activation held by Edrington Europe, Middle East & Africa Travel Retail in partnership with Dubai Duty Free has resulted in a +107% sales uplift in store for The Macallan.

    The activation is the first phase of Edrington’s strategy to drive single-malt recruitment and premiumisation among Indian travellers – traditionally known as blended whisky drinkers. The Macallan is the first single-malt to actively target Indian passengers at Dubai Duty Free during Diwali, said the company.

    Traditionally known as blended whisky drinkers, Indian travellers represent a huge opportunity for the single-malt market

    The ‘Celebrate Diwali With The Macallan’ campaign placed the single malt on promotional pedestals in the centre of Dubai Duty Free’s Concourse B East and West stores, each with a sales consultant on hand to advise.

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    The campaign’s visual identity centred on the peacock – a symbolic animal in Hindu mythology also used to represent ‘Natural Colour’ – one of The Macallan’s Six Pillars. Premium gift bags featuring the campaign imagery and slogan were offered to customers making a purchase.

    The concept was tested and adapted through research in key Indian cities – Delhi, Mumbai and Bangalore – and in Dubai. India is the number one destination country from Dubai in terms of passenger volume, with over 1 million travellers in August 2017, and Mumbai the number three destination city.

    “India is a market packed with potential; its rapid economic growth and burgeoning middle classes present a major opportunity for us to not only foster single malt consumption in a traditionally strong blended whisky market, but also to drive premiumisation by leveraging the power of The Macallan brand,” said Edrington Middle East & Africa Travel Retail Commercial Manager Florence Chevallier.

    “This Diwali activation was the first stage in our long-term strategy to ‘win India’ through an insight-driven approach, executed at key airports in close partnership with our retail partners.”

    Dubai Duty Free Senior Vice President-Purchasing Saba Tahir commented: “To have a brand with the prestige of The Macallan spearheading the single malt category’s growth amongst the key Indian demographic is extremely exciting. The premium appeal of this activation, combined with the strong gifting elements clearly resonated with shoppers and delivered exceptional initial sales results.”