In a productive first quarter, fragrance house Puig has launched various new line extensions into travel retail. A key objective across each launch was to extend the reach of the brands’ to appeal to broader consumer groups.

The company says it is keen to bring contrasting newness and innovation to the fragrance offer in travel retail stores.

Puig launched the Nina 2012 limited edition, Nina Fantasy, in travel retail in January 2012. The Eau de Toilette, available in 50ml, presents a new ‘playful’ identity and fresh scent for both loyal Nina fans and potential new consumers.

The white lacquered bottle dotted with cartoon motifs reminiscent of the ‘kawaii’ or ‘cute’ culture has proven especially popular with Asian passengers.

BLACK XS L’EXCÈS AND BLACK XS L’EXCÈS FOR HER

[Black XS at Nuance store in Stockholm airport]

Puig launched Black XS L’Excès and Black XS L’Excès For Her, by Paco Rabanne, in travel retail worldwide in February 2012, supported by high-impact promotional activations and airport media investment.

The L’Excès writes a new chapter in the Black XS story, ‘strengthening its codes of youth, rock music and rebel attitude, and introducing new characteristics of excess and sophistication’.

Following the high profile launch of new line Prada Candy in 2011, Puig has enhanced the Infusion d’Iris universe with Infusion d’Iris EDP Absolue. Available in 100ml and 50ml, the feminine fragrance was launched in February 2012 with new Absolue visuals and POS materials.

Lyndea Dew, Travel Retail Marketing Director, Puig, comments: “It’s been a busy, but very rewarding, first quarter for Puig in travel retail. With Black XS L’Excès, Prada Absolue and Nina Fantasy we’ve brought three innovative launches to travel retail, which fits perfectly with our strategy of growing powerful masterbrands in all our prestige brands and consumer demand for newness.

“With these launches, supported by in-store activations and airport media investment, we continue to grow the appeal of our brands to new and different travellers and maintain our position of a lead growth driver in the fragrance category.”