The T1 pop-up ran from 5 June to 31 August.

Earlier this year, from 5 June to 31 August, Puig showcased three of its prestige brands through an activation at Kuala Lumpur International Airport, in partnership with Eraman.

The pop-up, located in the newly renovated Terminal 1, spotlighted Rabanne, Carolina Herrera and Jean Paul Gaultier within a premium space that invited travellers to embrace the summer spirit through engaging retailtainment elements.

Rabanne highlighted its core fragrance lines 1 Million EDT, Million Gold For Her EDP, Invictus EDT, Fame EDP, Phantom Parfum and Olympea EDP. Promoters handed out luggage stickers, and encouraged visitors to take photos to share with family and friends.

Puig activation centres Sense of Place

A location-exclusive innovative ‘melting’ postcard, in Rabanne’s summer DNA design, featuring Kuala Lumpur’s iconic Petronas Twin Towers skyscrapers, added to the event’s Sense of Place.

Carolina Herrera focused on its new launch Very Good Girl Elixir.  Shoppers purchasing Carolina Herrera fragrances had the chance to spin the on-site gashapon machine to win an additional GWP.

An eye-catching, summer-themed visual of the Petronas Twin Towers, enhanced the activation’s Sense of Place.

Lastly, Jean Paul Gaultier invited travellers to set sail on its summer ship, where they could discover the brand’s new Le Male Elixir Absolu scent, and receive a golden tattoo sticker distributed by promoters dressed like sailors.

The multi-brand pop-up space was supported by a comprehensive 360-degree campaign that leveraged both the brands’ and Eraman’s social and digital media platforms, targeting travellers pre-trip with content on TikTok and Meta.

Fun, interactive campaign videos from Rabanne, Carolina Herrera and Jean Paul Gaultier on the large digital screen at the Contact Pier Duty Free Mall raised awareness of the brands and drove traffic to the pop-up.

To boost engagement, promoters encouraged pop-up visitors to take photos to share with family and friends.

To further enhance the Sense of Place, Rabanne also developed a striking visual of the Petronas Twin Towers, featuring the brand’s summer DNA, which greeted passengers en route to their boarding gates.

Puig Global Travel Retail Executive Vice President Kaatje Noens commented: “Kuala Lumpur International Airport’s refurbished Terminal 1 offers travellers an elevated retail space that Puig is proud to be a part of. The partnership with Eraman marks our first-ever multi-brand activation at Malaysia’s main airport and Rabanne’s debut activation in Travel Retail Asia Pacific – a significant milestone for Puig as we look to grow awareness of our prestige brands in the region.

“We hope that travellers at Kuala Lumpur International Airport enjoyed discovering all that our brands have to offer before they set off on their summer travels.”

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