Be Keen’s ‘alternative’ brands are unique masters of creativity

 With the demand for fragrance differentiation from airports increasing, along with an ever greater requirement from passengers for a refreshing and alternative assortment, specialist niche and premium Luxury brands agency Be Keen is leading the field in meeting retailers’ needs for unique and alternative brands.  The company is now working closely with DFS and Nuance and has brands present in five airport stores with five more opening before the summer and others on schedule for later this year. 

‘Key projects for our brands will be the opening next weeks of new stores in Abu Dhabi Terminal 3, Antalya Terminal 1 and Pulkovo airport,’ explains Be Keen president  Antoine Khouzami. ‘We are also now working with Aelia and Heinemann and we eagerly await the opening of the new Doha International terminal.’

Khouzami says while the company has been approached by many different retailers keen to list its ‘alternative’ brands, the Be Keen strategy is to be very selective about where the brands are represented. ‘It would be easy to say “yes” wherever the request is there but we believe it is very important to stay faithful to the DNA of our brands and a vital element within that is the environment within which they are retailed. We have been approached by several airlines, cruise-ships and airports, but the proposal is just not right for the brands.’

Customer profile is also key. ‘The retail environment can be perfect but it does not work if the customer profile is not right,’ he continues. ‘Where it is, then “alternative brands” can create excellent additional revenues for retailers.’

Khouzami points to Nuance’s concept of Haute Parfumerie and DFS’s Premium concept, both of which illustrate perfectly how creative Travel Retail can be. ‘They are offering a totally different experience to the consumer through highly qualitative environments,’ he says.

Be Keen has identified a number of airports where they believe stand-alone boutiques for specific brands are relevant. ‘We are also studying with some travel retailers the possibility of incorporating our brands within stores dedicated to “alternative brands”. This is not an overnight decision and will be limited to areas where the market share of premium fragrances is extremely high,’ he adds.

The portfolio has grown since Be Keen was launched and the company is now in partnership with  some of the world’s most prestigious “alternative brands”  including Xerjoff, Penhaligon’s, L’Artisan Parfumeur, The Different Company, Parfums D’Orsay, Tiziana Terenzi, and Sospiro.

In addition, Be Keen has recently added the Kilian luxury brand to its portfolio. Kilian is heir of the Hennessy Cognac family. ‘We are thrilled to be working with Kilian and have already had huge interest from retailers for the line,’ continues business development manager Abla Bencheikh ‘It is a fabulous brand, offering some 24 scents across four different fragrance collections, each and every one embodying ultimate sophistication and timeless luxury.’

Be Keen is delighted that three of its brands have been selected to take part in the prestigious DFS/ADAC Master of Fragrances event, which takes place on April 10 at the Louvre Museum on Sadayat Island in Abu Dhabi.

‘It is a great honour that of the 22 world’s most legendary brands present, three of them are represented in the travel retail sector by Be Keen: Penhaligons, The Different Company and Xerjoff,’ continues Khouzami. ‘Each brand has created a unique masterpiece for the event which, in itself, shows their commitment to and passion for the travel retail sector.

‘Apart from the Masters of Fragrances event itself, passengers through Abu Dhabi Airport will be able to view these wonderful creations via an interactive and multi-sensorial exhibition which is a wonderful way for us to be able to showcase these brands. In addition to the brands already mentioned, Kilian will also be present in this exhibition.’

In developing its travel retail business further, Khouzami says Be Keen is ‘very keen to build on the ability of our brands to develop exclusive creations for travel retail in general and retailers individually. In this regard we will be announcing one exciting collaboration very soon.’

The exclusive Masters of Fragrances creations reveal both the ability of Be Keen’s partners to produce exclusive lines for travel retail:

Penhaligon’s London – AS Sawira.  Just one piece is available of this beautiful and exotic fragrance, presented in a hand cut crystal bottle within an opulent handmade lacquer box. Warm, opulent and sensuous, it features head notes of saffron, bergamot and rare davana; heart notes of rose, cardamom, peach and jasmine; and a sensual base of oud, vanilla, myrrh and musk. It has been inspired by points on the globe where the most decadent commodities were bought sold and traded at the end of the 19^th century.  Retail price is US$ AED 27,500.

 

‘The Different Company – Bespoke Fragrance Set. Two initial pieces have been prepared of a bespoke fragrance set, prepared and signed by renowned designer Thierry de Baschmakoff. The presentation is in a soft crocodile skin case – one in black, one in orange – each containing a 250 ml and 90ml engraved refillable bottles. Sets purchased or made to order will feature the fragrance of choice from The Different Company’s collection of opulent creations.  Retail price is AED 21,000.

 

Xerjoff – XJ 17/17 Begum  Xerjoff founder Sergio Momo has created the first piece in the new Xerjoff Bespoke Collection. Momo has worked with a master jewel cutter to produce a one-of-a-kind beautiful flacon using semi-precious stones such as amethyst and lapis lazuli.  Combining modern technology with traditional craftsmanship and Italian design, the new bottle is inspired by Momo’s original Xerjoff XJ 17/17 with has a modern design and style.  The Perfume Attar inside has also been created specially for the DFS event. This oriental creation is blended with precious flower distillations, vanilla, and two precious ouds from Laos and Bangladesh. Retail price is AED 91,800.

 

Kilian. Apple Brandy Apple Brandy is a fragrance sold exclusively in the Kilian NYC boutique which is being offered to the event in a one-off Prestige Coffret. The Kilian black lacquered wood box contains 1l of the perfume in two beautiful glass bottles engraved with the perfume’s name, six empty iconic Kilian 50ml refillable bottles and three travel sprays. The scent can be poured into the two containers so the owner need never be without their precious scent. Retail price is AED 27,525.

Notes to editors: Be Keen aims to be 'the' strategic partner for niche luxury brands, helping companies to launch and build business in travel retail through long-term, qualitative partnerships. Antoine Khouzami and Abla Bencheikh believe that Be Keen fills a gap in the luxury sector for an agency that truly understands both the needs of the retailer and the brand. 'Our role is to help brands overcome difficulties, seize opportunities and optimise their resources. Together we can build the keystones of a brand's future success by setting out a vision and implementing a strategy which will enable them to achieve their goals,’ says Khouzami.