Neon lighting, roller skaters and live DJ sets transformed Istanbul Airport into a lively showcase for JPG.

The Jean Paul Gaultier ‘Summer Gaultier’ activation brought a vivid dose of energy to Istanbul Airport this summer, as Puig partnered with Gebr. Heinemann and Unifree Duty Free to stage a fragrance experience designed to engage younger travellers and reinvigorate the category.

Running from 1 July to 31 August, the 360-degree campaign combined retail theatre with digital outreach in one of Europe’s most high-traffic locations.

Inspired by the light and warmth of a Californian sunrise, the space drew travellers into the Jean Paul Gaultier universe through colour, music and movement. Neon lighting, roller skaters and live DJ sets transformed the area into a lively showcase while guiding passengers through a structured shopper journey covering five stages: catch, discovery, entertainment, conversion and gifting.

Promoters dressed in white uniforms with red visors distributed branded paper fans and fragrance blotters, offering travellers an instant introduction to the brand’s top-selling scents. The experience was built around engagement and dwell time, with live music, roller battles and mocktails adding atmosphere. A dedicated photocall area encouraged social sharing, and branded tote bags and stickers were offered as gifts with purchase.

The JPG activation was inspired by the light and warmth of a Californian sunrise.

The in-store campaign was supported by a targeted digital media strategy. Paid activity across Meta and Snapchat built awareness ahead of travel, while TikTok extensions helped drive interaction with younger audiences. Jean Paul Gaultier also partnered with Uber to launch a bespoke mini-game within the app, giving passengers en route to the airport a preview of the campaign and directing them towards the activation once airside.

Kaatje Noens, Executive Vice President of Puig Global Travel Retail, said Istanbul was a natural next step following the campaign’s debut at Paris Charles de Gaulle, adding that the airport’s position as Europe’s busiest hub made it the ideal stage to “help fragrance shoppers find their ideal Jean Paul Gaultier scent for summer.”

The activation covered five stages: catch, discovery, entertainment, conversion and gifting.

Britta Hoffmann, Director Purchasing – Beauty at Gebr. Heinemann, added that the collaboration showed the power of strong partnerships in travel retail. “Together with Puig, we brought an extraordinary brand universe to life on the shop floor,” she commented. “The activation invited travellers to linger, discover and reconnect with fragrance in a new way.”

By blending physical theatre with digital connectivity, Puig continues to refine its approach to experiential storytelling in travel retail. The Istanbul execution underscored how brand creativity and data-driven activation can combine to capture traveller attention in an increasingly competitive airport environment.

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