Travel retail highlights

It’s an activation that has elements of the very best channel campaigns: consumer-centric activities, a new digital fragrance experience, social media and an impossible-to-miss centrepiece. Puig Travel Retail hits Barcelona El Prat Airport with a high-profile promotion to support the launch of Paco Rabanne’s latest Invictus and Olympéa Legend fragrances.

The Terminal 1 ‘Live the Legend’ activation claims prime location in the busy main retail zone, in full view of all arriving and departing passengers.

There’s a geo-targeted social media alert for travellers, ‘ride& play’ stations and Puig’s innovative digital fragrance bar to steer customers to the nearby duty free store. There’s also a perfect photo opportunity on a skull-decorated motorbike, which featured in the Legend advertising spot.

As Puig Global Travel Retail Managing Director Antoine Lafourcade points out, Puig has succeeded in translating Paco Rabanne’s DNA into a “series of blockbuster fragrances through creative products and consumer-focused retailtainment”.

Over the past decade, travel retail has played a pivotal role in the brand’s success and activations like this underline Puig’s mission to instigate footfall and generate in-store conversion.

Live the Legend: A motorbike forms the centrepiece of the activation and gives travellers a chance to get a compelling picture.

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The Moodie Davitt eZine | Issue 262 | 31 May 2019