The Moodie Blog

Some days, I really love my job. Last month, in Paris, I had one of those days. The event in question was the official reveal of Invictus, the new men’s fragrance from Paco Rabanne, fronted by professional athlete Nick Youngquest. The Moodie Report was the exclusive travel retail media at the launch.

And what a launch it was – as befits the expectations for this new fragrance. Puig re-energised the men’s market with the 2008 introduction of Paco Rabanne 1 Million, still the world leader in the masculine sector. It’s fair to say that a lot is expected of its successor Invictus. If the reveal is anything to go by, it will deliver.

Paco Rabanne Invictus will make its debut on 1 July

Every single element, from the venue to the presentations to the concept itself, was exceptional. Puig has managed once again to create something different and audacious, imbued with the trademark Paco Rabanne tongue-in-cheek humour.

Invictus, as the name suggests, is all about victory. Winning. Being the champion. An invincible hero whom nothing and no-one can resist. Accordingly, the ad campaign references how today’s sportsmen are worshipped as gods of the stadium – although Invictus is by no means a traditional sport fragrance.

The face of Invictus, Nick Youngquest, is an inspired choice. Fit on every level, he was selected not just for his obvious physical attributes, but for his authenticity as a sportsman. He is utterly fabulous in the ad campaign, delivering an irresistible mix of gorgeous, cocky and funny, while wearing very little. What’s not to like?

Fragrance face Nick Youngquest, shooting the ad campaign

In real life, Youngquest is way more than just a great pair of pecs. In a career highlight (Madonna who?) I was granted a one-to-one session during which we discussed week-long nakedness, rugby and shopping. Youngquest was charm personified: articulate, knowledgeable, funny and self-deprecating – the antithesis of the bland, uncommunicative MAW (model actor whatever) that Puig was so keen to avoid for this project.

We see a lot of Youngquest in the ad campaign – but we’ll see even more come the end of the year, when he stars in the inaugural Invictus calendar (put me down for 20. I want to wallpaper my office with them). The calendar concept is linked to the new Invictus Award, a groundbreaking initiative whereby seven athletes, from seven different countries, representing seven different sports, will compete against each other in a competition due to begin in July. The episodes will air on YouTube.

A tough day at the office for The Moodie Report’s Rebecca Mann

The seven athletes (who will be mentored by fragrance face Youngquest) live together in one house while they compete in various sporting activities – think Big Brother meets the Olympics. The winner, as chosen by the viewing public, will receive a €50,000 grant to finance a charity project of their choice, and will feature in the 2015 Invictus calendar (to be released in 2014).

Which just leaves the juice. So what does Invictus smell like? Nose Véronique Nyberg was charged with reinventing freshness in a Paco Rabanne way. “I needed to create a sensual freshness, something that had not already been seen,” she told The Moodie Report at the launch. “It had to be different and audacious; unique yet commercial. This was not easy. It took two-and-a-half years and over 5,500 versions.”

Nose Véronique Nyberg at the Paris launch event

Nyberg added: “Invictus smells like the skin of a champion; a frozen caress on burning skin. We were really aiming for salty skin – but without any smell of the ocean – that would make you want to lick it and taste it.” Gulp. That was certainly the effect it had as worn by Youngquest, although thankfully we all managed to restrain ourselves and merely inhale him in a professional way. For oh, about five full minutes. From top to toe. What can I say, I’m a slave to my work…

Invictus will be pre-launched exclusively with Aelia for a two-week period beginning 1 July, before being rolled out to the global travel retail channel. We predict a winning performance.

As many people across the industry work up a sweat training for The Moodie Report Great Travel Retail Educathlon, I’m in Bangkok attending a boot camp of a different kind, writes Melody Ng. Organised by Digital Innovation Asia (DIA) in partnership with the Pacific Asia Travel Association (PATA), the DIA China Social Media Boot Camp aims to help companies reach and connect with “the new Chinese tourist” by leveraging web, mobile and social media marketing in China.

The importance of the Chinese market to the travel industry cannot be overstated. Readers will be familiar with the statistics (outbound Chinese travellers forecast to exceed 100 million in 2014) and the key trends (the rising middle class, increase in spending power, rapid urbanisation, the internet revolution) – but today I was introduced to another novel concept: the importance of the Chinese backpacker.

South East Asia Backpacker Magazine Editor Nikki Scott highlights the importance of affluent Chinese backpackers

Describing Chinese backpackers as “a completely new category of influencers”, South East Asia Backpacker Magazine Editor Nikki Scott underlined the historical role of backpackers as trendsetters who discovered new tourism destinations. Once dominated by young adults in western countries, backpacking has become increasingly popular among the young Chinese, especially (and interestingly) the females. She attributes this to changing aspirations in the Mainland: Chinese women are now more educated and marrying later, and have a desire to see the world. They see backpacking as a means of education, and are interested in culture and shopping.

The digital revolution has also given rise to the ‘flashpacker’ – backpackers that travel with electronic devices such as laptops, digital cameras and iPads so that they can record their travel experiences on various social media platforms. While technology is a key element of flashpacking, the term is also generally defined as backpacking with a bigger budget. Unlike traditional backpackers, budget is not an issue for Chinese backpackers – most of them can afford to stay in hotels but prefer staying in hostels for the experience.

What does all this mean for the travel retail industry? Backpackers tend to spend more and stay longer than the average international visitor – the average length of travel for Chinese backpackers is about 8-12 months – which translates into higher expenditure. They also tend to travel further, thus spreading their funds to regional areas more than other tourists. Learning how to cater to this segment could also provide considerable returns, as these backpackers are likely to become high-yield international repeat visitors in the future. It would be wise, therefore, not to dismiss them as travellers on a shoe-string budget who can’t afford to spend.

Linda, 27, belongs to a growing group of Chinese female backpackers who are high-spending and digital-savvy

Paris has always had the power to take my breath away – for reasons good and bad (have you seen what the tourist traps charge for a coffee these days?) – but last Friday it managed to leave me breathless for all the right reasons.

I was visiting the City of Light courtesy of Shiseido, to witness the unveiling of the brand’s new Ibuki skin care collection, which will make its debut in September. Ibuki, which means “new breath” in Japanese, targets younger consumers aged 25-35. And the idea of breath imbues the entire concept, from formula to communication.

Shiseido’s new Ibuki skin care collection

After a most convivial lunch with Shiseido Europe Senior Vice President Ariel Gentzbourger and her team, the travel retail media were treated to an in-depth Ibuki presentation – and a preview of the line’s innovative breath-activated media campaign. Various “chapters” of the ad, which lasts for one-and-a-half minutes in total, are set in motion by breathing on a computer screen, tablet or smart phone. We tried the technology for ourselves, via a microphone in front of an audience, and can vouch for its effectiveness. What a clever way to communicate the values and objectives of the line, while mentally – and physically – engaging today’s digital-savvy consumer.

“This [ad] is a world first, the first interactive movie that reacts to breathing, and it opens a new chapter of our brand communication,” noted Shiseido Europe Vice-President Marketing & Communication Florian Hanhausen, at the event. “It’s a new breath for a new generation.”

Ibuki’s breath-activated ad is previewed to journalists

Ibuki’s key target market is younger women aged 25-35: busy multi-taskers known as “the Millennials”, whose skin is suffering the effects of a stressed, modern urban lifestyle that disturbs its balance and increases its sensitivity and fragility.

The Ibuki collection promises to help their skin regenerate, by delivering a new breath of life to the complexion. Its breathtaking communication programme is likely to do the same within the advertising arena.

The Edrington and DFS teams celebrate the launch of The Macallan M at Singapore Changi Airport on Monday

Following on from my visit to Hong Kong last week for the unveiling of The Macallan M, I was in Singapore yesterday for the retail debut of the stunning new decanter with DFS at Changi Airport, writes Rahul Odedra.

Now, as I await my connecting flight back to London, I’m reflecting on the importance of the launch for brand owner, retailer and airport company – and on why timing is everything.

For the leading single malt brand, it is about making the most of the booming interest in the spirit in Asia, and particularly among those consumers willing to pay a premium for high quality.

For the global luxury retailer, it is about being able to create a point of difference, not least at a time when the world’s leading travel retailers are preparing to do battle for Changi’s core category concessions.

And for the airport, it is about continuing its drive to elevate the travel retail experience at Changi, and ensuring Changi remains the airport of choice for many travellers in Southeast Asia.

The events of recent days are the culmination of a long journey for The Macallan, which collaborated with crystal makers Lalique and designer Fabien Baron to create the decanter. That it chose Hong Kong for the unveiling and Singapore for the launch spoke volumes about the importance of Asia Pacific for luxury spirits.

DFS has been a long-time driver of this category at its airport locations, and the company took the opportunity to reveal the decanter to select members of its DFS Platinum Services Club as M made its latest stop in Singapore.

The six couples invited were all connoisseurs of The Macallan and, from their reaction to tasting the spirit and the opportunity to hold the decanters and examine the Lalique crystal, they fully appreciated the opportunity.

As I saw in the Changi store as I awaited my return flight, that high level of service filters down to the shop floor too. And that augurs well for The Macallan as it aims to take its already strong presence in this region to a new level.

The Edrington Group Regional Director Asia Travel Retail Ryan Hill and DFS Vice President Wine & Spirits Brooke Supernaw

As previously reported on The Moodie Blog, Scorpio Worldwide Managing Director Ian Cowie is raising much-needed funds for the British Heart Foundation in honour of one of travel retail’s great fallen companions, Alan Edwards who passed away tragically last year.

Ian is raffling a Nebuchadnezzar of Champagne (below) for the Foundation, a charity that Alan supported. For the uninitiated, a Nebuchadnezzar holds the equivalent of 20 750ml bottles of Champagne or 15 litres in total. That’s a fair amount of fizz, even by travel retail partying standards.

The deadline for entries is Monday 3 June, with the draw scheduled to take place on Tuesday 4 June. A minimum donation of £20 gains access to the draw.

You can support this great cause and honour the memory of a wonderful and generous man with a heart bigger than the whole of his native Wales by visiting here: http://www.justgiving.com/alangolfchampion

Explaining the initiative Ian Cowie said: “Every year, for the past five years, in the sleepy Sussex Downs a bunch of hungover bandits awake to play a much looked forward to end of season golf competition. This is called the ‘Last of the Summer Wine’ on the basis that it is the time to pack the clubs away in the UK and the winner receives a magnum of Rodger Craig’s finest cellar dregs.

“The first-ever champion of this event was one Mr Alan Edwards, who tore up the course and taught it a lesson on that sunny autumn day.

“Five years on, we met the evening before the competition with one notable absentee. That evening, inspired by the fantastic memorial dinner in Cannes, we sat, wearing the Welsh colours and got suitably bunkered in his memory.

“The following day we met at the first tee knowing that the winner would have the challenge of raising money in Alan’s memory for his chosen charity. The task – offloading the biggest bottle of Champagne I have seen in my life!!! I won and have the challenge of raising as much as I can for raffling this fabulous prize, very kindly donated by Rodger Craig.

“Whether you would like it as an ornament or have one hell of a party, the choice is yours.”

Footnote: The British Heart Foundation is the UK’s leading heart charity. Every day it save lives through pioneering research, providing vital information to help people reduce their own heart health risks, campaigning for change and supporting and caring for heart patients

I’m in Hong Kong where I last night attended the launch event for The Macallan M at the Hong Kong Convention and Exhibition Centre (The Moodie Report was the exclusive travel retail media at the event), writes Rahul Odedra

The decanter is not only the latest collaboration between the distiller and Lalique, but also one of huge importance to the company. As we will explore in an upcoming exclusive look at the story of its creation, M is now The Macallan’s flagship product and another strong statement about its move away from age statements.

I’ve been tracking its development over the past few months, with visits to both The Macallan distillery in Scotland and the Lalique factory in France. It’s the sort of story that shows just why the single malt sector is so vibrant right now. It combines, innovation, tradition, skill and excellence. Added to that the exclusivity factor with only 1,750 decanters being produced in the first year.

Guests get their first glimpse of the M decanter

Around 800 guests were in attendance at the event last night and, while the majority were from the Hong Kong domestic market, a strong core of travel retail representatives were eager to find out what The Macallan had up its sleeve.

If the venue, the site of the of Hong Kong handover ceremony in 1997, gave a hint as to the scale of the occasion, what we all experienced inside confirmed the importance of this launch to The Edrington Group.

Actor Geoffrey Wong masterfully compered the evening, while the grandeur of the occasion was emphasised by the stirring sounds of the Hong Kong Symphonia, on stage to play pieces by Tchaikovsky and Johann Strauss II.

The meal, meanwhile, was inspired by The Macallan’s Six Pillars, with various courses reflecting its Spiritual Home – Easter Elchies House, its Curiously Small Stills, the Finest Cut, the Exceptional Oak Casks and the Natural Colour.

The Macallan Director of Malts Ken Grier presents M

On this special night, the sixth pillar was of course M itself, with a giant version of the crystal decanter lowered into the Grand Hall in theatrical style amid dry ice and a light show. We all then got a taste of the scarce liquid itself.

According to The Edrington Group, it was the biggest launch event they have ever hosted in the region and attendees I spoke to were unable to recall any single malt launches which matched the scale.

As some of the images here show, there was intense interest in the decanter, with crowds gathering around it to take pictures with their mobile phones. The launch also piqued the interest of the media from across the region, with a flurry of TV crews present at a press conference today.

Next week will see the retail launch of the product at one of the region’s top airports, with a leading luxury travel retailer. I’ll be on the scene again, witnessing the next chapter of the M story.

Over 800 guests attends the spectacular event, and were entertained (below) by the Hong Kong Symphonia

Guests enjoy a sample of the new M spirit (above) and clamour for photos of the exciting launch (below)

The dynamism of the Nordic cruise and ferry travel retail business never fails to excite and surprise me when I travel in this region.

The retail environment is different, and certainly less premium, than at most airports; and the offer is relatively narrow, based around the drivers of spirits and confectionery on most routes. Yet for the region’s travelling consumers, shopping is a critical part of the ferry experience, whether they’re on short hops between say, Tallinn and Helsinki, or taking an overnight cruise from Oslo to Kiel.

The latter route is the one I took earlier this week, in the company of 100 other participants in the annual Nordic Travel Retail Seminar. We were guests of Color Line, this year’s host for the event. The travel experience on board the M/S Color Magic is different to that on many other ferry lines in the region – not least because the vessel is only six years old and can boast state-of-the-art cabins and an F&B offer that would not be out of place in a five-star hotel.

Yet one thing remains the same whether you’re travelling principally with Norwegians (as here), Swedes on the Stockholm-Tallinn sailings or Finns (from Helsinki) – and that’s the nightly shopping frenzy that takes place in the Tax Free stores.

The ship was far from full (weekends are peak periods for the overnight sailings), yet the stores were buzzing with consumers stocking up on large multi-packs of confectionery and the great savings on liquor. It’s not hard to see the attraction of the latter category to Norwegians: we paid €25 for two beers in a bar in downtown Oslo the night before the sailing.

Not surprisingly, even the average basket size is larger than you’ll normally see, such is the vigour with which shoppers buy on board.

For anyone who doubts the power of the ‘Tax Free’ brand, a visit to this regional market will convince you it’s very real indeed. What we saw on Tuesday night you can see right across the Nordics any day of the week, all year round.

One of the most respected exhibition firms in travel retail is lending its support to a vital charity for UK soldiers injured in the line of duty – and the industry is being encouraged to assist.

Next month three team members of Derbyshire-based Pentalpha Exhibitions and Interiors – Ian Kirk, Paul Sheldon and Andrew Lancashire – will set off on a gruelling 13-day expedition across Europe in aid of Help for Heroes, which raises funds for wounded troops.

Leaving on 15 June from Littlecote House (the American Air Force base during World War II), they aim to cover a round trip of 3,500 miles, taking in seven countries in a 24-year-old Land Rover Defender. They will follow the route taken by Allied troops during the World Wars, through Normandy, the Somme and Arnhem, finishing in the Bavarian Alps.

The three are aiming to raise money through donations and sponsorship. To assist, either:
*Send cash or a cheque made out to Help for Heroes, to Pentalpha Exhibitions, Unit 8, Butterley Croft Park, Ripley, Derbyshire DE5 3QL, UK
*Or go online to www.bmycharity.com/teampentalpha and donate on the collection page.