Retail in Asia


Maison 21G enters travel retail with disruptive concept and exclusive collection

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. 

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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.

Source: Maison 21G

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.”

The set is available exclusively at The Shilla Duty Free Singapore Changi Airport (T 1 & 2), DFS, Macau and DFS Hong Kong. Shoppers can also take the Maison 21G personality quiz to find their fragrance match, or to search for a customised scent for gifting. 

Monange said, “Challenging conventions in the fragrance industry and empowering consumers to craft their distinctive signature scent has always been at the heart of Maison 21G. As we venture into the realm of travel retail, Maison 21G invites every traveller and trendsetter to embark on an extraordinary odyssey like never before.” 

Source: Maison 21G

For its travel retail collection, Maison 21G reinvented the Dual Crayon to create six travel retail-exclusive scent pairings. The Dual Scented Crayon offers two scents that passengers can use individually, or layer to make their own Dual Crayon. 

Each Dual Crayon includes two 5ml Eau de Parfum sprays and one sleek black connector, available at The Shilla Duty Free Changi Airport (T 1 & 2) and DFS, Macau.

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The Petite Collection highlights the art of mixing and matching. The collection features two sets: La Parisienne, which consists of four scents inspired by the city of Paris; while French Riviera offers four scents influenced by the South of France. Both sets are available in The Shilla Duty Free Changi Airport (T 1 & 2), DFS Macau and DFS Hong Kong. Maison 21G has also introduced a set to celebrate the opening of DFS, Macau: Moulin Rouge.