L’Oréal Travel Retail Americas has launched new fragrance Prada Paradoxe into key South America locations through an exclusivity partnership with Dufry.

The new fragrance for women was exclusively available in Brazil during March, where it was featured in more than 15 animation spaces.

Dufry will keep exclusivity for the rest of the year with the rollout taking in Argentina, Mexico, Chile and Uruguay. 

The adaptable retail design runs consistently across podiums and a variety of spaces showcasing the Prada green colour, its triangle logo and a marble check pattern, with Emma Watson the face of the fragrance. 

Consumers can scan QR codes to learn more about the “sensual” fragrance’s ingredients, and get more information about the wider world of Prada beauty.

In Brazil, home to the largest activations, consumers could take a selfie in a dedicated photography setting, integrating them more fully into the brand.

Across Argentina, more than 200 beauty advisors were trained ahead of the launch, complete with digital screens and holograms to reinforce key messaging. 

The activity follows a successful launch for Prada Paradoxe across North America, where “all expectations were exceeded”, according to the brand. 

“We are extremely happy and proud of the success of Prada Paradoxe,” said Marina Torres, L’Oréal Travel Retail Americas General Manager Couture & Fragrance Brands. 

“To be able to do a pre-launch in Latin America is very exciting to us – it helps elevate the reason to shop at duty free stores, it gives the beauty advisor a great story to tell consumers, and it also helps build awareness ahead of local market launch.”

L’Oréal Travel Retail launched Prada Paradoxe into Asia Travel Retail late last year, with an activation at the CDF Haikou International Duty Free City Shopping Complex.