Parisian haute perfumery Maison 21G has made its travel retail debut by launching at The Shilla Duty Free in Singapore Changi Airport Terminals 1 and 2; T Galleria Beauty by DFS, Galaxy Macau; and T Galleria Beauty by DFS Hysan in Hong Kong.
Maison 21G is founded on the belief that fragrance is a powerful expression of individuality, offering an immersive experience where customers can create their own signature perfumes.
Its founder, CEO and majority shareholder is Johanna Monange, who previously spent more than 20 years in the perfume creation industry working with Firmenich and IFF in various locations across Asia, the US and Europe.
During her career she has collaborated with renowned perfumers to create memorable scents for a stellar array of brands such as Lancôme (La Vie est Belle), Armani (Acqua di Gioia), Paco Rabanne (One Million), and YSL (L’Homme).
Maison 21G builds on that knowledge but puts the onus on consumers (assisted by expert staff) to unleash their own creativity and create their own signature fragrance.
“Maison 21G’s arrival in Singapore, Macau and Hong Kong promises an unparalleled sensory experience, inviting travellers and fragrance enthusiasts alike to immerse themselves in a realm where scent meets customisation,” the company said.
For travel retail, Maison 21G has unveiled an exclusive perfume collection that allows shoppers to take charge of their fragrance journey. The house crafted nine combinations, which are divided into three categories: Freshness, Elegance and Intense.
Each of the brand’s signature boxes feature a 30ml Eau De Parfum and 3ml perfume essence. Customers can infuse the essence from the dropper into the perfume bottle, customising the strength of the aroma based on their preferences.
The brand presented an example: “You can mix a little Ocean essence oil with the Sage Eau De Parfum to adjust its strength and amount. Alternatively, you can use the Sage Eau De Parfum as is and add some Ocean essence to your lotion, depending on what you prefer.”