Be Keen brands take pride of place in Antalya’s new Deluxe Fragrances area

Be Keen – the recently formed niche brand agency specialising in perfumes & cosmetics – has secured the majority of space in the new Deluxe Fragrance area which opened in August at Antalya International Airport, T2.

The Deluxe Fragrance area – operated by Nuance – within the P&C section of the Duty Free Store is the first dedicated super premium or niche fragrances section introduced by the retailer and, of the twelve spaces available, Be Keen handled brands have been awarded eight. The brands include Penhaligon’s, L’Artisan Parfumeur, Parfums d’Orsay, and Tiziana Terenzi. The agreement also includes a personalised backwall for Xerjoff within the area.

Says Be Keen President Antoine Khouzami: ‘We have worked very closely with The Nuance Group to provide the perfect brands and assortment mix for its new Luxury Fragrance area and are delighted that the retailer is putting its faith in us and our portfolio. The products selected are truly “niche” and “luxury”, not simply the higher end products of well known brands, but lines which are new, different and innovative. They create a point of difference for the retailer and an area of interest for the travelling consumer looking for lines which are unique.’

Adds Business Development Manager Abla Bencheikh: ‘We’ve spent a lot of time putting together a range that enables each brand to be well represented and demonstrate its individuality. For example Xerjoff is the ultimate luxury experience, Parfums d’Orsay the French aristocratic, Penhaligon’s the British eccentrics. They are all different and don’t compete with each other, each one brings something different to our portfolio and hence to the store.’

Comments Nuance’s Commercial Director Europe Alexander Anson: “At Nuance, we aim to bring exclusive and differentiated products for customers who look for niche brands. With this in mind, and with the support of “Be Keen” we have created a deluxe fragrance space. As a unique alternative in the discerning perfume industry, we were very happy to partner with “Be Keen”. Not only do they have the perfect acumen to select niche brands, but also a true understanding of luxury in the Travel Retail environment. These two strengths have enabled us to build a strong and proficient partnership by implementing an innovative approach to premium fragrances in our Duty Free Stores.”

More about the brands:

Xerjoff–an Italian (Turin based) perfume house fully dedicated to luxury fragrance in its art form. Created by master perfumeurs of Grasse, Xerjoff fragrances combine Italian craftsmanship with French perfume know-how. Family owned, the Xerjoff Portfolio for Antalya (in total the company has 7 collections) comprises three collections: Shooting Stars, with six skus, Casamorati with seven skus, and recently launched Join The Club with 10 skus.

Penhaligon’s London. Penhaligon’s fragrant adventure began in the Victorian era of discovery and carries the brand into the future as it strives to create original scents for the discerning eccentrics of today; true modern gentleman and bold women who are proud to go their own way. William Penhaligon founded a barber’s shop in Jermyn Street, Piccadilly in the late 1860s. By the end of Queen Victoria's reign, he had been appointed Barber and Perfumer to the Royal Court. In 1903 the business was granted a Royal Warrant by Queen Alexandra.

Today, over 140 years later, Penhaligon's still holds two long-standing Royal Warrants. The brand continues to work with master perfumers who can interpret its distinctive ideas; conjuring up new perfume sensations that flow against the tide. With a portfolio of more than 30 unusual and distinctive fragrances, Penhaligon’s scents are today still made in England using the finest rare ingredients . The signature Penhaligon's fragrance bottle is to William's original design: clear glass with a distinctive ribbon-wrapped stopper.

Parfums d’Orsay. Chevalier d’Orsay was an elegant French dandy. In accordance with his fancy style, he created his first fragrance in 1830, devoting himself to making fancy perfumes from flowers for women until his death in 1852, noting down formulas which were preserved. In 1908 the Compagnie Francaise des Parfums d’Orsay was created, developing legendary fragrances presented in Lalique, Baccarat and other crystal bottles. The company was revived in 2007 by Marie Huet and offers today three distinctive collections: The Intemporelle edt with four lines, The Intense edp with four lines, and The Intemporels Home Fragrances.

L’Artisan Parfumeur is one of the most iconoclastic fragrance houses in the world, working with imagination, exceptional raw materials and visionary perfumers to create some of the most intriguing, singular and deeply personal scents of recent years. Founded in 1976 in Paris by perfumer-chemist Jean Laporte, L’Artisan Parfumeur was one of the first “niche” perfume houses, working with a circle of talented and well-known perfumers each given the opportunity to express themselves with total creative freedom and explore their wildest olfactory fantasies. With a portfolio of 33 creations, quality, selection of the finest ingredients and craftsmanship is everything. The heptagonal, seven-sided bottle and black packaging are genuine and recognizable signatures, with accents of colour to differentiate the various olfactory stories.

Tiziana Terenzi is a tale of three generations of artisanal perfume makers, started by cavalry officer Guglielmo Terenzi and his wife Luigia developing both natural essences and fragranced candles. Guglielmo passed on his talent to his son Evelino who developed the business passing it on to his children Tiziana and Paolo. Today the focus is still on unique creations, natural and valued raw materials, and painstaking attention to detail. Tiziana and Paolo have decided to create Tiziana Terenzi’s collection as a tribute to their father. There are four new perfumes inspired by fire and emotion, with two new launches planned for September this year.

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. Khouzami and 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 astrategy which will enable them to achieve their goals,’ says Khouzami.