The global activation focused on the Prada Candy range and featured a special Chinese New Year visual and red and gold product sleeves.

Family-owned fashion and fragrance business Puig launched its first global airport Prada fragrances animation during the Chinese New Year (CNY) period.

The animation was part of its TR fragrance development strategy with Asian consumers.

Focusing on the Prada Candy range, coinciding with the launch of the new limited-edition Prada Candy Floral collector, the global activation featured a special CNY visual and red and gold product sleeves.

The aim was to commemorate the Year of the Dog.

Puig also developed an exclusive CNY gift-with-purchase Prada pouch and sampling ritual for all Prada fragrances playing with lucky Hong Bao (red packets).

The activation was rolled out in key airport locations for Chinese passengers worldwide and included the decoration of permanent Prada furniture.

Puig Global Travel Retail Vice President Antoine Lafourcade commented: “Our CNY campaign with Prada is an example of how Puig is working to deliver tailored and more relevant offers for travelers from different nationalities and cultural backgrounds.

“Seasonal gifting activities are a constant feature in airports worldwide and a key part of our focus on developing the fragrance category among Asian consumers, especially the Chinese.

“We were very pleased to take this first step during CNY and look forward to working with our retail partners on more of these initiatives in the future.”

The activation was rolled out in key airport locations for Chinese passengers worldwide including Singapore Changi.