Penhaligon's brings new scent to Hong Kong

After expanding to Hong Kong last month, London-based perfumery Penhaligon’s says Hong Kong will serve as a key market in Asia.Building on its global presence, the business is aiming to tap into the Asia markets including Singapore and Korea while expansion in the UK, US and Europe continues.“Hong Kong is the gateway to China and the rest of Asia, we are targeting the opening of many Asian cities and we hope to learn a good deal from the international customer base in Hong Kong," said Sarah Rotheram, CEO of Penhaligon’s.“Instead of following the trends, we sell fragrance differently and talk about fragrance in a different manner. Our inspirations come from the most random places.”Rotheram said the label is hoping to place its rich history and British heritage at the heart of the brand.“We have been actively participating in different digital channels to bring over interactive experiences, including Facebook engagement and the use of AR technology.”With a focus on attracting a younger demographic in Asia, the perfume house has most recently partnered with augmented reality company Blippar to support the launch of its latest model “Iris Prima”, where customers will see a ballet dancer’s shadow dancing around the fragrance bottle box.http://www.youtube.com/watch?v=OUcx51erQzEIn New York and San Francisco, the company even rolled out in-store ballet performance to appeal to shoppers.http://www.youtube.com/watch?v=wCYsoN52-8c&feature=c4-overview-vl&list=PL0W7rtDACwXXYbfO1iEjk1yCDRuTFfWsghttp://www.youtube.com/watch?v=Zck15_3QqbQ&list=PL0W7rtDACwXXYbfO1iEjk1yCDRuTFfWsgPenhaligon’s opened its first flagship store at IFC mall in November.