Travel Retail and Duty Free Business Intelligence    Friday 31 October 2014

FRAGRANCES

Mauritius Duty Free Paradise aims to 'brand Mauritius' with ambitious lifestyle range – 11/02/09

Published: 11/02/09

Source: ©The Moodie Report

By Mary Jane Pittilla

Scent of Paradise: These Mauritius Duty Free Paradise-branded lifestyle products include fragrances found on the island
MAURITIUS. Mauritius Duty Free Paradise Co Ltd (MDFP) has embarked on an ambitious project to "brand Mauritius" with the creation of its own Scent of Paradise brand, in a bid to provide its customers with an exclusive shopping experience.

Scent of Paradise, a registered brand with the Mauritian authorities, consists of a range of lifestyle products spanning the souvenir and gifting categories. The collection includes soap, candles, home fragrances and incense sticks.

The concept centres on the development of fragrances from Mauritius, including fruits, flowers and spices, as souvenirs. The products, all made in Mauritius by a Mauritian enterprise, are designed to be accessibly priced for all budgets, ranging from €5 to €60.

The MDFP branded, handmade packaging features the retailer's logo colours, and the boxes and bottles are engraved. The operator also offers personalised POS materials.

The range has been available exclusively at MDFP outlets since December.

Left: The L’Oiseau du Paradis perfume range inspired by the bird of paradise in MDFP's logo; Right: L’Oiseau du Paradis Homme edt
Second phase of Scent of Paradise

MDFP CEO Mohinder Shakeel Dyall told The Moodie Report that the second phase of the development of the Scent of Paradise brand is the creation of a perfume range.

"It is with no hesitation that the flower Bird of Paradise was chosen for this project," enthused Dyall. "This flower is directly connected to MDFP by the logo itself and also by its originality, as this flower has not been chosen yet by any perfume company."

In association with well-established French fragrance company Expressions Parfumees, based in Grasse, the formula of the scent for Bird of Paradise has been officially internationally registered to MDFP, under the name of L’Oiseau du Paradis.

The perfume range consists of the following lines for men and women: L’Oiseau du Paradis Femme edt spray 100ml, L’Oiseau du Paradis Femme edt spray 50ml, L’Oiseau du Paradis Femme Parfum 30ml and L’Oiseau du Paradis Homme edt spray 100ml. Retail prices range from about €39 to €55.

The official launch of the perfume will be next month. MDFP has developed a marketing plan which will be communicated very soon, said Dyall.

For details contact Sarita Ramnauth, Mauritius Duty Free Paradise Co Ltd, SSR International Airport, Plaine Magnien, tel: +230 603 6400, fax: +230 637 6024, or e-mail sramnauth@mdfp.mu

MORE STORIES ON MAURITIUS DUTY FREE PARADISE

The destination is paradise with Mauritius Duty Free’s new magazine launch – 14/08/08

Mauritius Duty Free makes strong six-month progress as Arrivals sales surge ahead – 17/01/08

Mauritius Duty Free Paradise Co weighs up strategic options for distribution following tender impasse – 06/12/07

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