Puig Travel Retail Europe recently partnered with Lagardère Travel Retail to execute a disruptive campaign for Jean Paul Gaultier fragrances at Paris-Charles de Gaulle Airport.

The Extime Duty Free activation at Terminal 2E Hall M combined colourful visuals, storytelling and retailtainment to engage fragrance enthusiasts.

The campaign featured a five-phase consumer journey centred around the following areas: catch, discovery, entertainment, conversion and gifting.

Passengers were greeted by brand promoters clad in smart white uniforms and bright red sun visors with branded paper fans before experiencing the scent using fragrance blotters in an atmosphere of music, lights and theatre.

Sounds from a live DJ provided the soundtrack for the experience, as roller skating BAs tempted visitors to take part in the fun.

Visitors could also sample vibrant mocktails and discover a Gen Z-friendly photocall for shareable moments on social media.

In addition, branded stickers and exclusive ‘Summer Gaultier’ tote bags were offered as a GWP, encouraging sampling and conversion, with the campaign amplified by a digital media strategy to capture travellers before, during and after their journeys via paid media and an Uber campaign.

The ‘Summer Gaultier’ animation took inspiration from a Californian beach sunrise to coax travellers into a space framed by neon lights and a retro roller squad carrying vintage ghetto blasters for echoes of a beachside boardwalk.

Kaatje Noens, Executive Vice President of Puig Global Travel Retail, commented: “Summer Gaultier was not only a bold activation but a statement about the unique spirit of this brand. It captured attention, drove meaningful engagement, and delivered commercial success, all while reinforcing Jean Paul Gaultier’s unique place at the intersection of fashion, fragrance and fun. We are grateful to partner with Lagardère Travel Retail who believe in the power of our brands and the platform travel retail offers to reach global shoppers.”

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