Puig is running a new multi-channel promotion with retail partner DFS Group at John F. Kennedy International Airport to support the exclusive travel retail launch of its new Herrera Confidential line in The Americas and also its Carolina Herrera Good Girl fragrance.

 

The animation, running from December 1 to 15 February is focused on a 28sq m pop-up activation in the Terminal 4 international hub where DFS Group’s duty free stores are located, along with Delta Airlines and most of the Asian and Middle Eastern carriers.

 

COMBINING ELEMENTS FROM BOTH PRODUCTS…

The Puig company says this pop-up store is the first ever from Carolina Herrera in The Americas travel retail arena where it ’combines elements from both products’ striking and contrasting visual identities’.

 

It also features the Good Girl print campaign from internationally renowned photographer Mario Testino which stars the international supermodel Karlie Kloss.

 

In a statement, the company said: “Shoppers at the pop-up shop are engaged through sampling and an interactive ‘retailtainment’ element that aims to discover Good Girl’s fragrance notes.

 

As part of the Herrera Confidential ritual, shoppers can also be taken through the unique layering process, where the six fragrances and four essential oils can be blended to create personalised, multi-faceted fragrances.

 

‘DIFFERENT AND DARING DIRECTIONS…’

“Herrera Confidential and Good Girl have taken the Carolina Herrera Universe in very different and daring directions. Good Girl is the boldest, most provocative fragrance statement from Carolina Herrera to date, expressed through its campaign’s hashtag – “#ITS SO GOOD TO BE BAD.” The fragrances’ packaging reflects its provocative concept – a luminous, midnight blue ultra-high stiletto and gold heel.”

 

Meanwhile, the company says that the Herrera Confidential collection consists of six fragrances and four essential oils, to be used individually or to be mixed with each other to create a personalised fragrance.

 

ADDED VALUE FOR THE SURFERS…

To drive additional awareness and footfall to the pop-up-shop, Puig has also cleverly partnered with JFK Wi-Fi provider Boingo to deliver an added-value ‘Wi-Fi Takeover’ mechanic.

 

The company says: “For the month of January,travellers at JFK will be offered 30 minutes of free Wi-Fi access in return for engaging with Good Girl digital content. The multiscreen comprises a splash page, 30-second video featuring Karlie Kloss, and a call-to-action promoting the pop-up-shop.