Abu Dhabi, United Arab Emirates - Etihad Airways has relaunched Boutique, its inflight shopping magazine, which has been revamped into a more contemporary editorial-style publication with richer photography and a wider product range to compliment the airline’s award-winning inflight offering and to provide guests more choice.
The magazine features 90 new products, inflight exclusives, gift
ideas and brand-new fragrances on the market including L'Interdit and
Gentlemen by Givenchy, Ombré Leather by Tom Ford and Terre d'Hermès, all
launched in the last month. The November cover features Erba Pura by Sosprio,
from luxury perfume house Xerjoff. Etihad Airways is the first – and currently
the only – airline in the world to offer this niche fragrance.
Jamal Al Awadhi, Etihad Airways Head of Guest Experience
Commercial, said: “The new-look Boutique has been beautifully redesigned as a
modern lifestyle shopping guide to offer our guests a more personalised retail
“An important element of our redesign process was the
feedback of our guests. We revamped our product selection to appeal to a wider
audience while ensuring we featured items that directly suits the needs and
interests of our guests.”
Of the top 10 most wanted fragrance brands in the UAE,
Boutique lists eight, including exclusively designed perfumes for the Middle
East such as Armani Privé Oud Royal and three Guerlain fragrances – Oud
Essentiel, Musc Noble and Santal Royal. Limited edition Carolina Herrera
Insignia for men and women will also feature in the new issue.
The beauty and skincare section of the magazine includes a
broader collection of competitively priced products from Guerlain Terracotta
radiance powder to makeup sets by Rimmel, WOW and Revlon. Free of harsh
chemicals, guests looking for natural skincare can choose from A’kin’s
certified organic rosehip oil, Tan-Luxe self-tan drops with organic actives and
Perricone MD’s no makeup foundation and bronzer.
Ladies accessories are highlighted by the latest fashion
trends including the timeless Mulberry Darley crossbody satchel, Salvatore
Ferragamo sunglasses and Clogau’s Inner Charm Pendant made with rare Welsh gold
used by the British royal family.
Unique jewellery also debuts including Melissa Curry’s ‘Be
your own success’ gold bracelet for women. For men, Bracenet turns derelict
fishing nets salvaged from the ocean into sustainable and fashionable
wrist-wear. One per cent of Bracenet profits are donated to the Healthy Seas
Timepieces on sale range from luxury brands such as Ferrari,
Maserati and Versace to fashion forward geometric Chocomoon vintage watches. Watch
lovers will be captivated by Abeler & Söhne’s new one-handed watch.
new magazine was developed in partnership with Retail inMotion, Etihad Airways’
new onboard retail partner, which is also working with the airline to enhance
its complimentary food and beverage offering and using new technology to allow
guests to customise their journey.