INTERVIEW
THE PERFECT MIX FOR TRAVEL RETAIL
L’Oréal Travel Retail Luxe Brands General Manager Aglaé de Beauregard discusses the core values behind Prada Luna Rossa Ocean, and the role it can play for the fragrance category in travel retail. She also details plans for the scent’s regional travel retail roll-out.
For L’Oréal Travel Retail Luxe Brands General Manager Aglaé de Beauregard, Prada Luna Rossa Ocean is a fragrance with a strong fit for travel retail. The scent was designed to appeal to luxury consumers looking for more sophisticated, purpose-driven products, she says.
“The travel retail channel, especially in the western hemisphere, is driven by a strong male fragrance market which makes Prada Luna Rossa Ocean the perfect addition to our complementary fragrance portfolio,” de Beauregard comments. “It is the embodiment of Prada’s core values of avant-garde sophistication, backed by the strong awareness of the Prada brand globally.
“The Prada Luna Rossa Ocean story with Jake Gyllenhaal revolves around the story of the modern-day adventurer combining physical and intellectual strength while mastering technology, which relates perfectly to the Prada man in this post-pandemic world.”
As noted earlier in this report (see page 7), the fragrance was crafted with an innovative new molecular distillation process, imbuing the liquid with a more potent concentration of notes compared to many other fragrances.
Prada Luna Rossa Ocean’s blend of product innovation, story-telling and celebrity power in the campaign make it a welcome addition to L’Oréal’s growing fragrance portfolio, de Beauregard notes.
Beyond this latest expression, she says that L’Oréal has even grander ambitions for Prada Beauty in the channel. “Prada has a strong sense of purpose that constantly questions conventions and brings to life fresh ideas,” she comments.
“Prada stands for avant-garde sophistication with a touch of eccentricity and driven by technology which resonates with the luxury consumer who is looking to rupture norms to access new perspectives, especially in the post-COVID world.
“Our vision at Prada Beauty is to build a global beauty brand led by a strong and well-balanced fragrance portfolio,” she adds. “As the number one fragrance group in travel retail worldwide, we are thrilled to welcome Luna Rossa Ocean to the Prada Beauty and L’Oréal Luxe Group fragrance portfolio.”
“Being one of the most iconic brands of our times, Prada has a strong sense of purpose that constantly questions conventions and brings to life fresh ideas”
De Beauregard says that fragrances can play a key role in helping beauty maintain its category leadership in travel retail post-crisis. “Along with being the historically dominant beauty category in the western world, fragrances have been booming in Asia and are set to grow exponentially in the near future,” she explains. “Therefore, this category stays imperative for us to ‘build back better’ in the travel retail channel.
“In addition, this also challenges us to reinvent the way the consumer interacts with the fragrance category post-COVID,” de Beauregard explains. “For example, the touchless fragrance discovery being showcased at the Prada Luna Rossa Ocean launch paves the way for new, innovative ways to engage with consumers through fragrances.”
Touchless fragrance discovery was just one of the many notable beauty-tech features of the Prada Luna Rossa roll-out, which de Beauregard expects to take the world by storm.
L’Oréal Travel Retail launched Prada Luna Rossa Ocean into Europe, Middle East, Africa & India (EMEAI) travel retail with vigour and colour last year. The fragrance line was showcased with an innovative olfactive experience through Dubai Duty Free at Dubai International Airport Terminal 1, in a promotion that ended in mid-September.
The experience merged augmented reality technology, 3D Creation and QR Code exploration, and enabled customers to smell and experience the fragrance through interactive digital screens.
A pop-up store featured immersive digital content from Prada Luna Rossa Ocean’s hero campaign, starring Jake Gyllenhaal, to enhance the multi-sensory olfactive experience.
The Americas roll-out was supported by large-scale digital displays featuring the striking Prada Luna Rossa Ocean campaign film.
De Beauregard says, “In line with the strong global presence and awareness of Prada, the launch of Prada Luna Rossa Ocean is indeed targeted to be a global launch. Following Travel Retail EMEAI, the fragrance was launched in Travel Retail Americas in November last year with the first big activations planned for the first quarter of 2022.
“To date, we have very good results in all regions (North America, Europe, Middle East, Australia) with high visibility and innovative activations in all local markets. Prada is global – be ready to see it everywhere!”
