An exclusive multiline promotion called The Factory from beauty and fashion group Puig and travel retailer Gebr. Heinemann has delivered a sales uplift of +193% for Paco Rabanne fragrances at Munich Airport (MUC) – with an Istanbul Atatürk Airport installation expected to be equally strong.

 

The display [which shows products moving along mini conveyor belts as shown in the main image] was launched in August at Munich Airport in a high-footfall island location in the concourse outside Heinemann’s main store. It produced almost three times the usual sales for Paco Rabanne. Lady Million had an even better performance with sales up by 440%.

 

The Factory is currently making its second appearance at Heinemann’s store in Istanbul Airport (below).

 

The activation features three of the most popular Paco Rabanne brands – Invictus (pictured above), 1 Million and Lady Million – and offers customers the opportunity to sample fragrances in a semi-enclosed environment. The centerpiece of the installation is a factory-style conveyor belt displaying the entire Paco Rabanne range.

 

The Munich promotion was supported by a digital media campaign within the airport terminal while sales were further bolstered by recent local-market media investments for the launch of Lady Million Eau My Gold!

 

‘FIRST OF ITS KIND’

“This activation, developed exclusively in partnership with Heinemann is the first of its kind – a multiline Paco Rabanne animation, allowing travellers to live and breathe the fantasies at the heart of Paco Rabanne’s brands,” says Patrick Bouchard (below), Managing Director, Global Travel Retail at Puig.

 

“The impressive results at Munich, which we are seeing replicated in Istanbul, once again validate our commitment to storytelling and investment in creating memorable touch-points with customers.”

 

Katja Diehr, Head of Activity Management Perfumes, Cosmetics & Accessories at Gebr. Heinemann adds: “The Factory concept responds to the diverse customer profiles at airports like Istanbul and Munich.”