Puig powers up Carolina Herrera 212 Heroes for Her launch in Americas TR

By Faye Bartle |

Carolina Herrera 212 Heroes for Her in Americas Travel Retail.

An activation at Buenos Aires Ezeiza – part of Puig’s Carolina Herrera 212 Heroes for Her launch in Americas TR.

Puig has amplified the launch of Carolina Herrera 212 Heroes for Her in travel retail in the Americas with a major omnichannel campaign spanning 44 locations in 20 countries across the region.

The launch activation was designed to strengthen the presence of the newest Carolina Herrera masterbrand in strategic Latin America (LATAM) locations by immersing consumers in the concept and bringing the story to life.

The new eau de toilette for women stands out for its vegan formulation and bottle inspired by the silhouette of a skateboard.

Travellers were targeted at every step of the journey through a range of touchpoints utilising digital channels.

These included geo-targeted social media campaigns, display media targeting travel bookers and those with an intention to travel, a strong presence on retailers’ e-commerce platforms and high-footfall digital media screens in key airports.

“The Carolina Herrera brand has become synonymous with a sense of boldness and adventure, from iconic scents and ground-breaking bottles to standout campaigns – particularly in travel retail,” said Felipe Grant, Puig Travel Retail Americas General Manager.

“The bold storytelling and identity behind 212 Heroes For Her has fuelled a hugely engaging and immersive omnichannel launch campaign, spanning multiple touchpoints to build awareness and drive sales leveraging on the recovery of the channel.

“We are delighted to bring this universe to life in partnership with key retailers in a region where Carolina Herrera resonates so strongly.”

Carolina Herrera 212 Heroes for Her in Americas Travel Retail.

Left: Carolina Herrera 212 Heroes for Her. Right: An activation at Buenos Aires Ezeiza.

Attention grabbing media assets were deployed through the various touchpoints, incorporating a strong sense of place tailored to select locations with a call to action to sample the fragrance in-store.

At the heart of the consumer journey was an in-store experience inviting shoppers to the ‘212 Metro station’ with fragrance bars, a fragrance profiling counter, a series of screens displaying campaign content and a number of Instragrammable photo spaces.

Carolina Herrera 212 Heroes for Her in Americas Travel Retail.

Travellers were targeted at every step of the journey through a range of touchpoints utilising digital channels.

Further to this, several retailtainment elements elevated the experience, such as the physical Plinko game that prompted players to discover their favourite 212 fragrance.

In addition, a digital game featuring augmented reality took shoppers on a thrilling skateboard ride through the streets of New York.

Carolina Herrera 212 Heroes for Her in Americas Travel Retail.

Digital screens at Panama’s Tocumen Airport for the Carolina Herrera 212 Heroes for Her launch in Americas Travel Retail.

The campaign was deployed across major Latin American airports between March and May, including São Paulo Guarulhos, Buenos Aires Ezeiza, Mexico Benito Juárez, Lima Jorge Chavez, Cancun, Panama’s Tocumen Airport, as well as New York John F. Kennedy and Miami International in the US.

Awareness of the launch campaign has been given a further boost through an influencer campaign which has seen Puig partner with influencers in the key markets of Argentina, Brazil and Mexico.

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