PO Box 35566, Head Office, Khalifa City A,
Abu Dhabi, United Arab Emirates
Etihad Airways this month launched Boutique, the new inflight duty free magazine for the airline, which features a fresh, unique look and an engaging editorial style.
Features in the magazine include the latest fashion trends and gift ideas, as well as an interview with world-renowned couture designer Elie Saab. Etihad Airways is the first – and currently the only – airline in the world to offer his fragrance, Le Parfum, onboard.
Fragrances, beauty products, jewellery, gadgets, toys for children and Etihad Airways-branded merchandise, including aircraft models and Manchester City Football Club gear, are available for purchase. The magazine offers locally-made and highly-popular products, many of which are produced exclusively for Etihad Airways under the “Made in UAE” label. Additionally, the airline has created a new watch supplement, called Timepieces, to highlight its selection of watches for men and women.
Lee Shave, Etihad Airways’ Vice President Guest Experience, said: “We wanted to create a magazine that would have the visual appeal to intrigue our guests to pick it up and rich content to keep them reading.
“Also important in our design process was the feedback of our guests. For example, watches sell exceptionally well, particularly on our routes throughout the GCC, so by creating a supplement dedicated entirely to this product category, we have delivered something that more directly suits the particular needs and interests of Etihad Airways’ guests.”
The first issue of Boutique also includes an opportunity for guests to win a getaway holiday to the Maldives, one of Etihad Airways’ newest routes, when they spend AED 500 or more onboard. The draw will see four lucky guests win two Pearl Business Class return tickets to Malé, the capital of the Maldives, with four nights’ accommodation in a two-person Villa Suite at either Soneva Gili or Laamu by Six Senses.