Puig is ready to launch the brand new Paco Rabanne masculine perfume Phantom solely in journey retail for the month of July, supported by what it described as a ‘spectacular’ omnichannel campaign.
As of 1 July, the brand new scent is solely accessible in world journey retail and pacorabanne.com earlier than rolling out to native markets.
The launch is supported by what the model mentioned is Puig’s “most formidable journey retail campaign thus far,” with large-scale omnichannel actions happening in EMEA, Asia Pacific and the Americas.
The campaign includes greater than 100 Phantom animations at key airports worldwide in July, with momentum persevering with in August and September when additional activations are carried out.
The futuristic areas boast eye-catching decorations, promoters in silver jumpsuits, touchless perfume discovery, personalisation and a ‘dance with Phantom’ retailtainment recreation.
What’s extra, Puig has developed a 360° digital strategy that goals to achieve travellers at every touchpoint of their journey via social media, cellular show adverts, augmented actuality and influencer advertising.
The ‘always-on’ strategy can even maximise Phantom’s consciousness past digital media, via retailers’ platforms, airport media screens and paid geotargeted social media campaigns with travel-themed content material to achieve passengers travelling to and from airports.
In Travel Retail Europe and Americas, Puig is partnering with KOLs who will promote Phantom on TikTok and Instagram by way of travel-themed content material.
The KOL campaign is predicted to achieve 6 million travellers throughout main journey locations all through July, August and September.
A click on & acquire service can also be accessible with all main journey retailers to finish the total omnichannel shopper journey.
Puig VP Global Travel Retail Kaatje Noens mentioned: “The extremely anticipated Phantom launch is deserving of a campaign that’s equally as disruptive because the perfume itself. We are extremely excited to implement a extremely formidable omnichannel campaign in world journey retail that can go away travellers actually immersed within the Phantom universe.
“One of PUIG’s important strengths is our capacity to construct manufacturers and journey retail is the best model constructing platform. We are proud to be main innovation and delivering wonderful experiences that make journey retail shine as a procuring channel.”