Etihad Airways relaunches its ‘Boutique’ in-flight shopping magazine

No1 Lounges
2 min read

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 experience.

“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 organisation.

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.

The 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.