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'World of Fragrance' at new SYD mega store

22 Mar '10
4 min read

Australia's foremost fragrance expert is helping international travellers select their best scent at SYD Airport Tax & Duty Free's new state-of-the-art departure store. In an airport world-first, “World of Fragrance” allows wearers to determine which fragrance suits them best using Michael Edwards' renowned fragrance classification system. Of course, they can then try the scent before they buy.

Often called the "perfume experts' expert", Edwards has classified more fragrances than anyone in the history of perfumery, working with every brand to check his accuracy. Essentially, there are four distinct fragrance families:

• Floral & feminine (fresh-cut flowers; aldehydes powdery notes; orange blossom sweet spices)
• Oriental & sensual (incense & amber; oriental resins; sandalwood patchouli)
• Woody & confident (dry woods & leather; oakmoss & amber; aromatic woods & vetiver)
• Fresh & clean (marine & aquatic notes; galbanum & green notes; berries & fruits; bergamot & citrus oils)

Travellers can use Edwards' Fragrance Wheel – approved by the fragrance houses and perfumers – to match the style that best suits them with their favourite brand. They simply select the type of fragrance they like, and three similar ones will be recommended. The store's colour-coded ticketing system makes locating the chosen fragrance a breeze.

SYD Airport Tax & Duty Free's “World of…” concept allows travellers to get up close and personal with a range of products before buying. Think: “World of Wine” with tasting notes and educational information by Master of Wine Phil Reedman; “World of Malt Whisky”, where travellers will discover their preferred whisky through flavour profiles, and “World of Chocolate” in which travellers will sample exclusive lines by Lindt, Valrhona, Butlers and Neuhaus. All products are tax and duty free, allowing for substantial savings compared to domestic retail prices.

Located in the new Departures Precinct (after Customs), the store is part of Sydney International Airport's AUD 500 million redevelopment, due for completion in May. It is the biggest duty free store in the Southern Hemisphere.

David Odgers, Director of SYD Airport Tax & Duty Free, says: "Through the design and merchandising of the new store we aim to help customers discover more about the products they love. The fragrance area is both beautiful and informative, helping customers to trial new scents or understand more about their favourites while offering hundreds of choices from all the best fragrance houses. It makes more sense than ever for international travellers to check in early to take advantage of this engaging shopping experience.”

SYD Airport Tax and Duty Free - SYD Airport Tax and Duty Free is operated by The Nuance Group, a leading airport retailer, operating more than 400 shops across 58 airports and 19 countries. The Nuance portfolio comprises tax and duty free stores and a large number ofspecialist shops, as well as food & beverage operations and in-flight services. The Nuance Group operates primarily as 'SYD Airport Tax and Duty Free' and 'F1RST Tax and Duty Free' in Australia's main airports.

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