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E tat Libre d’Orange is showcasing Let’s Pretend – a fruity-spicy fragrance created by Nisrine Grillie, perfumer at Givaudan. It is described as a playful, multi-faceted scent, as fruity as it is woody, and a spicy as it is elegant. It has an electrifying opening, where mandarin shines, pink pepper sparks energy, and sa ff ron brings intrigue. Then the velvety softness of peach and jasmine unfolds, before precious woods, styrax, and benzoin ground the fragrance in a warm, enveloping trail. The Let’s Pretend label was designed around what is described as “a facets and illusions play”. At first glance, it appears as a simple silver disc – a sleek mirror. But when handled, turned, or held, it reveals, through a subtle holographic e ff ect, the brands iconic cocarde. The bo tt le becomes a performative object, inviting action, movement and play. The metallic case extends this visual experience. Its surface acts as a slightly distorting mirror, where silhoue tt es appear without ever full se tt ling. It is an object that is not merely meant to be looked at, but one that engages whoever holds it. L1 / 1-E1 P ringles is present at the Himan Trading Company stand at TFWA Asia Pacific Exhibition & Conference, where its key objective is to demonstrate how Pringles continues to drive category growth through innovation, strong shopper engagement initiatives, and impactful retail executions. “We are focused on connecting with our retail and distribution partners to showcase how our latest product formats, flavour concepts and activation tools can help create immersive in-store experiences that boost footfall, trial and conversion in high-tra ffi c travel retail environments,” says Kellogg’s Benelux Key Account Manager Global Travel Retail Duty Free Brechje Houben. At this year’s show, Pringles is presenting a curated selection of best-sellers, alongside exciting new travel retail innovations designed to capture a tt ention and encourage purchase. A key highlight is the new Traveller’s Collection Pringles Suitcase Tin, created exclusively for the global travel retail channel. “We are also previewing several new limited-edition concepts, including the Passport Flavours range and newMystery flavours, as well as spotlighting our new Brand Creative Platform ‘Pass the Pringles’,” Houben explains. The new Traveller’s Collection Pringles Suitcase Tin is a GTR-exclusive, as are the 165g Tin Can and two-can multipack presentations. “Travel retail exclusives play a strategically important role in driving di ff erentiation and encouraging impulse purchases within the airport environment,” says Houben. “Exclusive formats help to create a sense of discovery and value for travellers, Fru i ty , sp i cy and unexpec ted : Etat Libre d’Orange i nt roduces Let ’s Pretend Pr ing l es dr ives trave l reta i l growth through innovat i on and engagement while also supporting retailers in building incremental sales and enhancing the overall shopping experience.” The travel retail channel is highly strategic for Pringles, providing a unique global platform to engage with a diverse and mobile consumer base, while also enabling it to showcase innovation, build brand visibility and drive trial across multiple markets simultaneously. “The show provides a unique platform for sharing ideas, exploring new opportunities and showcasing innovation, while also gaining valuable insights into emerging shopper trends and market developments,” Houben adds. B2 / 2-S21 Wednesday 1 3 May 2026 12 T F W A D A I L Y