The month of May saw Puig launch its new Carolina Herrera fragrance, CH L’Eau, exclusively with Dufry in the Americas, Europe, (Middle East) and Russia and this is now being followed by a roll-out this month to other travel retailers in the brand’s key markets.
Supported by in-store activations in Dufry’s stores, the launch included CH bracelet and scarf GWPs, customised merchandising units and a special POS graphic design. The use of a ‘quirky peddle-bike flower-stall in the promotion’ generated theatre and proved a particular highlight with travellers as an item they would not normally expect to find at an airport.
In addition, Puig conducted special training sessions with its Beauty Advisors and Dufry store personnel to best equip these front-line staff to serve customers interested in CH L’Eau.
Patrick Bouchard, General Manager Travel Retail at Puig commented: “We’re delighted and proud to bring this new fragrance to the market and work in collaboration with Dufry on such an entertaining launch. Dufry and Puig have developed a strong relationship, and CH L’Eau is an important part of our global plan that will see a host of innovation over the coming months and years.”
Dufry’s Nigel Keal, Director of Procurement and Pilar De Garrastazu, Head of Beauty commented: “It is significant that Dufry is the first travel retailer to launch CH L’Eau, particularly given our strength in Latin markets.
“We want to bring innovation and something different to the Dufry shopping experience and Puig has achieved both these things with this launch.
“We have several close collaborations planned with Puig over the coming months and the way together we have brought this great new product to life with fun and playful creativity is an excellent example of our partnership in practice.”
CH L’eau is described as ‘a new, fresh and joyful fragrance’ within the CH line, which is designed for women who love delicate and fresh perfumes.
Puig says that ‘Flower Madness’ is the concept behind a creation that takes flowers as its unique protagonist in decoration, clothing, gardens, the street, and accessories.
The new fragrance is available in two sizes: Eau Fraîche 50 and 100 ml.