KLIA and Parfums Christian Dior score a first in South East Asia with Dior Backstage airport pop-up store
15 August 2018
Prevalence of prestigious and international brands at KLIA expected to boost overall retail sales growth
Sepang, Malaysia, 15 August 2018 – Parfums Christian Dior, Malaysia Airports and Colours & Fragrances (C&F) have joined forces to offer a unique travellers’ experience by setting up the first ever Dior Backstage pop-up in a Southeast Asian airport, at KLIA.
The Dior Backstage pop-up is an all-new concept offering unique and memorable experiences for all travellers passing through KLIA. Fully designed to offer travellers all the excellence and savoir-faire of Dior, the Dior Backstage studio is a grand premiere entirely devoted to Dior Makeup. The pop-up is set up in a luxurious and graphic décor of black lacquer, which clearly and stylishly define the Dior universe.
Designed by Peter Philips, creative and image director for Dior Makeup, Dior Backstage is the first makeup line inspired by the backstage, for every woman who wants a professional result.
This professional performance makeup line, that has wowed makeup artists from New York to Seoul, can now be purchased at the pop-up store located at KLIA’s International Departure area.
Malaysia Airports senior general manager for Commercial Services, Nazli Aziz, said: “We are excited that KLIA is the first airport in Southeast Asia to open its doors to the Dior Backstage pop-up. It is very much in line with our mission of enhancing the Total Airport Experience by continuously introducing unique products and services for travellers.”
Nazli commented that the ongoing introduction of prestigious and international brands at KLIA is likely to boost overall retail revenue per passenger. The Commercial Services division has constantly enhanced the commercial value and airport retail experience by adopting industry best practices. This entailed exploring creative measures to increase commercial revenue and the average spend per passenger in an evolving retail environment.
“I’m pleased to note that overall sales per passenger at KLIA recorded double-digit growth of 13 per cent in 2017. Furthermore, in the first half of this year, sales of products under the perfumes and cosmetics category grew by 45 per cent compared against sales recorded in the corresponding period in 2017. In that respect, Malaysia Airports are committed to our retail partners and we will continue to deliver exciting commercial value propositions to further entice passenger spending,” added Nazli.
Parfums Christian Dior area manager for Southeast Asia, Gregoire Walter, said the official launch of the first Dior Backstage pop-up at KLIA marks a significant milestone for Dior Travel Retail.
“KLIA being a preferred travel and transit hub in the world makes it the ideal place to have this beautiful Dior Backstage pop-up to offer a world-class experience with tailor-made services in this region,” said Walter. “This project would not have been possible without the active collaboration and trust-based relationship of each party.”
Walter said the special relationship, made of mutual understanding of each other’s needs and constraints, is a great and ideal way to create a win-win business.
“I strongly believe that this tripartite spirit can bring happiness and an unforgettable experience to passengers,” he added.
C&F assistant general manager, Amy Chew said the company is committed to constantly look out for brands that offer unique retail experiences for travellers.
“C&F is proud to be working closely with Malaysia Airports and Christian Dior Parfums to present a multi-sensory, immersive and personalised experience for our global shoppers with the excitement surrounding the launch of the Dior Backstage pop-up,” she said.
At the launch event, Dior makeup artists were on hand to dispense expert tips and lessons on achieving catwalk eyes, couture lips, spotlight glow, runway complexion, Parisian brows and the Dior now look.
A Dior colour stylist and a team of beauty consultants will be at the pop-up store daily to deliver makeup services and provide expert advice to customers. Additionally, customers can expect special treats from Dior with their purchases, in line with the spirit of generosity and gifting of the house.