Puig reports a successful launch for its ‘unique promotional concept’ for Paco Rabanne 1 Million and Lady Million Privé at Barcelona Airport’s Terminal 1 Schengen zone with retail partner Dufry.

 

The company says the activation – from August to the end of September – took place around ‘a stunning centrepiece’ three-metre tall golden safety door, which welcomed shoppers into the promotional area. Here, potential customers were invited to sample fragrances from the Million franchise, as they were also incentivised with various gift-with-purchase items, including miniatures, travel sprays and ‘a special Million 48hr bag’.

 

SUPPORTED BY ‘CONTENTAINMENT’

The activation was also supported by Dufry’s ‘Contentainment’ area where the film from the Million campaign was run to attract passengers into the Privé world as models Hana Jirickova and Sean O’Pry played out their roles as Bonnie and Clyde-style romantic partners in crime.

 

More than a show, shoppers were then invited to follow the Million Privé couple on their daring adventure to ‘Chase the Gold’ in a real online game offering participants the chance to win a real gold bar or diamond.

 

Commenting on the initiative, Sue Gosling, Marketing Director at Dufry for UK, Northern, Central & Eastern Europe said: “The design detail and overall installation were extremely impactful and helped drive increased footfall in our store.

 

 

‘TRULY EXPERIENTIAL BRAND CAMPAIGN’

“Puig always demonstrates real innovation and creativity and with this activity, they developed a truly experiential brand campaign, centred around the vast gold safe which was located in our store.”

 

Launched in August, Privé is a duo of line extensions to Puig’s highly successful Paco Rabanne Million fragrance range: 1 Million Privé and Lady Million Privé. Both were launched in travel retail locations across Europe in August and across the Middle East, the Americas and Asia Pacific in September.

 

Turning to the fragrance itself, the company says that its Perfumer, Christophe Raynaud has retained the blood mandarin and cinnamon notes of the original Million, while adding a heart of nargile tobacco and myrrh to create 1 Million Privé.

 

 

The ‘creator’ of Lady Million, Perfumer Anne Flipo is also said to have returned to create ‘a headier, more oriental fragrance with Lady Million Privé’. Heliotrope flower, vanilla and raspberry join the original notes of orange blossom and vibrant wood with a base layer of cocoa bean, honey and patchouli.

 

Meanwhile, the bottles of the Privé versions have retained the original gold bar and diamond shapes of the male and female versions, although they now also feature an amber tone while featuring gold plates embossed with the word Privé.