The Prada Paradigme pop-up at DXB.

L’Oréal Travel Retail has unveiled a new promotional campaign for its Prada Paradigme men’s fragrance, to support the launch across global EMEAI hubs.

The different activities aimed to create a traveller-first fragrance journey through elevated storytelling and engagement.

The activations began in November, at Milan Malpensa Airport, with a retail pop-up dressed in the house’s signature shade of green, reinterpreted with a Paradigme edge.

At Dubai International Airport, L’Oréal brought the fragrance to life with the installation of a Fanzine kiosk, which invited travellers to explore the fragrance narrative, and showcased the Paradigme Fanzine.

This collectible mini-magazine combines bold visuals and fun games related to the launch. Light and portable, the Fanzine is perfect for travel, offering on-the-go engagement and storytelling in a keepsake format that can easily be slipped into hand luggage.

L’Oréal puts focus on personalisation

At Istanbul Airport, L’Oréal invited passengers to ‘step into the frame’ with an interactive photobooth that allowed them to customise the cover of their Paradigme Fanzine with photos printed onsite.

A photobooth at Istanbul Airport allowed passengers to customise the cover of their Paradigme Fanzine.

Meanwhile at London Heathrow Airport, passengers were offered the opportunity to engrave their Prada Paradigme fragrance bottle, enhancing its gifting appeal.

In Paris Charles de Gaulle airport, L’Oréal and partners Extime, Air France and JCDecaux created a 360° activation that allowed the fragrance to be present at every stage of the passenger journey.

A full media takeover include geotargeted social media campaigns, Uber ride-screen advertising, and CRM outreach through Extime’s database.  The experience continued inside the Air France lounges with a Wi-Fi takeover, creating a fully integrated consumer journey, from arrival to boarding.

READ NEXT: Developing markets shine for L’Oréal in third quarter

READ NEXT: L’Oréal Travel Retail prepares to redefine the travel shopping experience

READ NEXT: L’Oréal TRAP and Shilla take over Changi with YSL Beauty Light Club