Penhaligon’s AlUla
Takeaways for Launching Products of Cultural Relevance
With the backdrop of the dunes of Saudi Arabia’s ancient city of AlUla, a UNESCO World Heritage Site, Penhaligon’s has recently launched a new perfume, of the eponymous name.
Immerse yourself in AlUla- vast sands stretching towards a seemingly endless horizon, where the sky meets the earth. This ancient crossroads was a vital stop on the incense route, connecting India, the Persian Gulf, the Levant, and Europe. Imagine the vibrant atmosphere of bustling spice markets, a hub for cultural exchanges.
The fragrance of AlUla evokes this desert's warmth. Ripe plums and sweet vanilla mingle with the heady scents of incense and spices.
Photo by Anna Sullivan on Unsplash
So what makes this perfume launch so special and what can we learn from Penhaligon’s about launching products of cultural relevance?
Part 1: Perfume as a category on rise in Saudi Arabia
Perfume as a category In Saudi Arabia is deeply embedded culturally, an expression of the Arab identity.
With the market’s valuation at $1.8 billion in 2023 and anticipated growth to $2.6 billion by 2032, the Kingdom’s perfume industry is a testament to the cultural significance of fragrance.
The Saudi Arabian perfume market is driven by two key trends: rising disposable incomes and a strong preference for oriental fragrances, these opulent scents representing 66% of the market revenue.
This presents an opportunity for investors to explore locally-produced Saudi perfumes over popular international brands. The increasing number of commercial registrations for perfume manufacturing and bottling further underscores this trend. By the end of 2023, government data revealed, a remarkable 1263 active commercial records for perfume manufacturing within the Kingdom.
Part 2: Launching products with a shared passion for Heritage
/Inherently British in spirit and but not afraid of traversing boundaries and time
Penhaligon’s inherently invokes of sense of being British and wears its heritage on its arms. The stores, website and social media, all are effectively used to tell the story of its founder, mixed with modern folklore and whimsical fables, mixing its high-class roots seamlessly with humour.
Even then, from its early beginnings, Penhaligon’s has not been afraid of traversing cultural boundaries. Penhaligon’s first perfume, launched in 1872, was inspired by the scents of the Turkish baths and later in 2014, it launched The Trade Routes, calling it an ode to “Journey to a bygone era of exploration and daring discovery”. Think Halfeti, the levant-inspired perfume, or Cairo reminiscent of Damascena rose, patchouli and saffron from the ancient city.
The Trade Routes by Penhaligon’s | Image Courtesy: Website
With AlUla, Penhaligon’s is inspired by the Incense Route.
A rival to the Silk Road, the Arabian Incense Route was once the lifeblood of the countries through which it passed 2000 years ago. Connecting south Arabia with the great markets of the eastern Mediterranean where the demand for Arabia’s luxury goods, including gold, frankincense, myrrh was almost insatiable - the Incense Route generated astronomical profits.
The Incense Route | Image courtesy: Vaia
/ Mystical imagery and Creative storytelling
With Al Ula’s launch, Penhaligon’s ties up mystical storytelling with high-quality images. The packaging evokes the sun-baked dunes of AlUla. Wrapped in a warm, reddish-brown box, reminiscent of desert sand and colours of spices, it's adorned with gold accents that shimmer like a desert mirage. A stylised palm tree design adds a touch of life to the arid landscape. The sleek bottle features similar illustrations and is crowned with a woven bow in an intricate Arabic motif.
Photo by Tom Hermans on Unsplash The Colours invoked by the perfume packaging
Image courtesy: Penhaligon’s Website
Photo by Seiji Seiji on Unsplash The colours invoked by the perfume packaging
For storytelling, Penhaligon’s has always pushed the envelope of creativity. In the past, Penhaligon's launched "Fragrant Tales" on Instagram: poetry readings in their "libation library" exploring myths and stories behind their scents. This IGTV series elevated the brand beyond fragrance, adding value and tapping into storytelling during lockdowns.
/Collaboration that aligns with their mission
Penhaligon’s chose to honour incense, one of the oldest ingredients in perfumery by partnering with School of Traditional Arts in AlUla to craft bespoke incense holders. This creative hub, run by The King's Foundation resonates deeply with their mission of rediscovering one’s heritage through design and crafts.
Pre-production sketches of the incense holder | Image courtesy: Penhaligon’s website
Image courtesy: Penhaligon’s website
Image courtesy: Penhaligon’s website
Designed and crafted by local artisans, the bespoke incense holders draw from the creativity of the local community itself.
/Leveraging the experience economy with Komodo
Penhaligon’s collaborated with global agency Komodo which orchestrated a massive influencer campaign, flying 30 creators from eight countries to experience the breathtaking desert landscapes and instill a sense of the perfume firsthand. This is a step into the experience economy that many brands are heading towards, especially for their influencer activation, as every brand is becoming a lifestyle brand.
The setting for the influencer activation at AlUla