L’Oréal Travel Retail recently ran an adrenaline rush promotion in May at Buenos Aires Ezeiza Airport in Argentina with Ralph Lauren’s Polo Red Extreme (in association with operator Dufry), where passengers were invited to experience a virtual skydiving experience with the brand.

The very latest fragrance for men by Ralph Lauren was originally launched last April in The Americas’ travel retail region.

This comprised what the company describes as ‘a powerful, masculine scent, a blend of vibrant blood orange, addictive black coffee essence and supercharged ebony wood for the thrill-seeker who pushes limits to the edge and thrives on extreme sensations.’

CALLING ALL THRILL-SEEKERS….

At the same time, the oriental gourmand fragrance is said to be embodied by American model Kenneth Guidroz Jr who L’Oréal describes as all the more mysterious for being ‘a man of few words and much experience’, who apparently grew up in Port Sulphur, Louisiana.

The Ralph Lauren Polo Red Extreme Ezeiza Airport virtual reality experience.

Describing the unusual promotion, the company said: “The extreme extends to the point of sale with an engaging and exhilarating podium that invites passengers to be active participants in an experiential way.

“Passengers were fully immersed in a virtual skydiving experience to feel the adrenaline of Polo Red Extreme through Virtual Reality activation.

HIGH SPEED AIRPORT TRAVEL…

“During 2:40 minutes – including 60 seconds countdown – the passengers got a shot of adrenaline in a high speed wing suit flight through alpine mountains pushing the limits to the extreme.”

Ralph Lauren Polo Red Extreme (click to enlarge).

The company adds that this ’dynamic animation perfectly embodies the essence of the launch’ which highlighted ‘EXTREME POWER, EXTREME ADVENTURE and EXTREME SENSATIONS’.

Equally, the company concluded that the May Polo Red Extrême event was a great success and a good example of how retailtainment can provide travellers with ‘a one-of a kind experience’.