Puig Travel Retail Americas has partnered with Dufry Group to execute a launch campaign for Carolina Herrera’s new masculine fragrance, Bad Boy.

The two-month promotion includes a mega event at Lima’s Jorge Chávez International and animations at other Latin American airports. To date, more than 80 Bad Boy animations in 294 doors across Americas travel retail have been implemented.

Participating airports include Aeropuerto Internacional Benito Juárez in Mexico, Ezeiza International in Buenos Aires, Tocumen International in Panama, São Paulo-Guarulhos in Brazil and Santiago International Airport in Chile.

NEW ORIENTAL AROMATIC FRAGRANCE

The activations encourage travellers to immerse themselves in the light and shade of the contemporary man’s personality through digital screens within the space, while retailtainment activities present the brand’s new oriental aromatic fragrance to consumers.

At Jorge Chávez and São Paulo-Guarulhos International Airports, for example, impactful Bad Boy activations revolve around customer interaction through retailtainment activities such as a lightning-shaped buzz wire game and lighting technology.

According to Puig, the animations invite travellers ‘to wake up their inner bad boy’ via a digital touch-screen feature which ignites lightning bolt visuals on the screen and digital flooring. Passengers can also play a digital game to find out if they are good or bad.

Digital screens within the interior of the space, feature British actor Ed Skrein wreaking havoc in a busy street and help immerse travellers in the Bad Boy Universe.

Created by Quentin Bish and Louise Turner, Bad Boy is an aromatic oriental scent that celebrates a new masculinity. The fragrance offers spicy top notes of bergamot and pepper, and woody heart notes of sage and cedar wood, balanced by gourmand base notes of tonka bean and cocoa.

Bad Boy’s lightning-shaped flacon in midnight blue takes key design elements from the Good Girl stiletto bottle.