Coty Travel Retail has introduced Burberry’s inaugural cross-category outpost at Singapore Changi Airport, marking a significant milestone in the convergence of beauty, fragrance, and fashion realms. This collaboration with The Shilla Duty Free Singapore and Changi Airport Group (CAG) has birthed the Burberry Singapore Changi Basecamp Outpost, showcasing the premiere of Burberry Golden Haze and Rose Ember Eau de Parfum, the latest additions to the Burberry Signatures Extreme Botanicals collection.
From May 1 to June 24, 2025, the Burberry Singapore Changi Basecamp Outpost promises an immersive journey into Burberry’s domain, offering a tailored selection of apparel, accessories, eyewear, cosmetics, and scents within a captivating cross-category setting. Central to the experience are the debut fragrances Golden Haze and Rose Ember, paying homage to resilient flowers thriving in harsh conditions.
Caroline Andreotti, Chief Commercial Officer, Prestige at Coty, emphasized the strategic significance of Burberry’s pioneering cross-category outpost at Singapore Changi Airport. This initiative underscores Coty’s dedication to crafting innovative retail concepts that blend entertainment with retail, enabling brands to resonate with consumers through engaging narratives, personalized encounters, and exclusive product showcases. It solidifies Coty’s position as a preferred partner for fashion houses seeking to craft elevated and immersive brand experiences.
Situated in Terminal 3 of Singapore Changi Airport, the Basecamp Outpost presents a comprehensive array of Burberry fragrances, ranging from Goddess Eau de Parfum Intense and Hero Eau de Parfum to the premium Burberry Signatures collection, complemented by personalized engraving services on select items. The fragrance lineup is complemented by Burberry’s renowned makeup range, designed to deliver a flawless, luminous complexion. Noteworthy products include Burberry Kisses, Burberry Brit Shine, and the Beyond Wear face collection featuring Trench Protect Technology.
Travelers can delve into the world of Burberry fragrances at a dedicated Signatures Corner, offering an interactive experience that includes audio-visual storytelling and personalized hot-stamping services with each purchase. To enhance the sensory journey, guests can savor specially crafted iced tea blends inspired by the aromatic profiles of Golden Haze and Rose Ember, adding a multisensory dimension to the Burberry experience.
The outpost also houses engaging activations such as a Beyond Wear photobooth, enabling visitors to receive complimentary samples of Beyond Wear Perfecting Matte Foundation. Virtual try-on tools and the Beyond Wear Weather Machine offer personalized recommendations based on climate conditions and skin type, enriching the interactive encounter. The Burberry Signatures Corner provides a platform for guests to explore fragrances through immersive storytelling and customized hot-stamping services, further enhancing the overall sensory experience.
The collaboration between Coty Travel Retail and Burberry at Singapore Changi Airport represents a significant step in redefining the retail landscape, merging beauty, fragrance, and fashion into a cohesive and engaging retail environment. This initiative sets a new standard for immersive brand experiences, catering to the evolving preferences of modern consumers seeking personalized, interactive, and memorable encounters in the retail space.
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