Gebr Heinemann announces the launch of premium fragrance brand Nullpunkt
Gebr Heinemann created a new premium brand for the travel retail market: Nullpunkt.
The brand, one of the “first providers of functional fragrances in the premium segment”, was created by the Hamburg-based retailer’s Vision Hub, Gharage. The inaugural Nullpunkt collection includes four fragrances which are available through the brand’s online store and will be introduced in airports around the world via Heinemann stores.
The decision to launch a new brand was a response from Gebr Heinemann to the demand for new products and channels in the market.
Gharage Managing Director Lennard Niemann said, “Research shows that consumer needs for wellness and mindfulness are ever-increasing. With the new category of functional fragrances, we respond perfectly to these needs.
“Nulpunkt as a brand fits perfectly with the traveler’s journey, as travelers often find themselves in stressful and fatigued situations. We are convinced that we will create a great influence with Nullpunkt, not only in, but also outside of travel retail.
A sustainable start-up
The creation of Nullpunkt was carried out by the Gharage team from start to finish. French perfumer Marie Urban Le Fevre developed the fragrance with the company in her laboratory in Berlin.
Throughout the process, sustainability has been central to the creation of Nullpunkt. The ingredients are natural, certified vegan and come from German companies. In addition, the bottles are recyclable and the packaging is made from FSC-certified materials. The brand is also in the process of being certified for the international quality label for natural cosmetics, NaTrue.
“Our functional fragrances represent an extraordinary range of fragrances: Nullpunkt is not only meant to have a pleasant scent, but rather to function and help people achieve a balanced state of mind”, explained Amanda Mai Khuong-Duc , owner of the Nullpunkt project. in Gharage.
“The four grades 0.1 Relieve, 0.2 Release, 0.3 Refocus and 0.4 Refuel are olfactory aids for the typical phenomena of our rapidly changing society: stress, anxiety, lack of concentration and fatigue. Applied in situation, 0.1 and 0.2 have a calming and grounding effect and 0.3 and 0.4 have an energizing and refreshing effect. Combined with jojoba oil, they also flatter the skin.
Gebr Heinemann’s Commercial Director, Dr. Dirk Schneider, added: “As an innovative premium brand, Nullpunkt is a good example of how we at Gebr. Heinemann implements our mission statement to be a valued travel companion and to deliver a spectacular and enduring assortment.