Jo Malone London, part of The Estée Lauder Companies, launched a dynamic international pop-up campaign — called Gingerbread Land — to engage with travellers during the peak holiday gifting period.
The Jo Malone London Gingerbread Land campaign, which has been running at key travel retail locations worldwide since late 2023, brings to life a festive forest of candy cane stripes, cologne-decked pine trees and showcases festive fragrance gifts.
Jo Malone London’s Gingerbread Land made its travel retail debut at Singapore Changi Airport in partnership with The Shilla Duty Free.
At Changi, travellers are invited to knock on the door of the Gingerbread house to activate the release of pink candy-floss smoke and make a gingerbread man peer from inside the window. This also illuminates the sweets surrounding the gingerbread house.
Travellers can craft personalised holiday ornaments and add their decorations to custom Jo Malone London gift boxes at the pop-up.
Across the globe, the Jo Malone London Gingerbread Land pop-ups have been highlighting classic Jo Malone London scents such as English Pear & Freesia and Wood Sage & Sea Salt, alongside new seasonal scents including Pine & Eucalyptus, Orange Bitters, Green Almond & Redcurrant and Ginger Biscuit.
Also showcased are the Gingerbread Land Home Candle Trio, with candy-striped candles of the brand’s popular scents.
Pine & Eucalyptus captures the fragrance of Christmas morning and is available as a scented candle and diffuser. Orange Bitters is inspired by a winter cocktail. It opens with fresh mandarin top notes, bitter orange heart notes and rich sandalwood and amber notes at its base.
Ginger Biscuit offers spiced ginger, nutmeg and cinnamon notes with hazelnuts, tonka bean and vanilla, while Green Almond & Redcurrant combines the tartness of redcurrants with soft almond, cedarwood and tonka base notes.
The Jo Malone London Gingerbread Land has been running through the festive period at key downtown duty free and airport locations in Asia Pacific, Europe and the Middle East as well as Americas travel retail.
Key Asia Pacific locations include the cdf Sanya International Duty Free Shopping Complex, King Power Rangnam and T by Galleria by DFS, Shoppes at Four Seasons, Macau, plus stores at Haikou Meilan International, Bangkok Suvarnabhumi, Kuala Lumpur International, Taiwan Taoyuan International and Melbourne International airports.
In the UK alone, 20 pop-ups are running at London Heathrow, Manchester and Dublin airports. Other European locations include Frankfurt and Munich airports.
In the Middle East, the pop-ups are running at Dubai International and Bahrain International airports.
In the Americas, the pop-up campaign is running in Chicago O’Hare, Las Vegas Harry Reid International, New York JFK International, San Francisco International, Toronto Pearson International and Vancouver International airports.
(Source: The Moodie Davitt Report)