Robot Love: Paco Rabanne’s Phantom Looks to the Future of Fragrance, with a Nod to the Past

First outing in journey retail
Puig determined to launch Phantom in the journey retail channel first from July 1 earlier than rolling out to native markets beginning in August. An odd transfer maybe given the lack of vacationers in airport shops. Puig Vice President Global Travel Retail Kaatje Noens explains: “One of Puig’s major strengths is our capacity to construct manufacturers, and journey retail is the very best brand-building platform. Our omnichannel marketing campaign will go away travellers really immersed.”
Puig isn’t holding again. In the world’s high airports greater than 100 Phantom animations have been happening in EMEA, Asia Pacific, and the Americas, with extra coming in August and September. The marketing campaign makes use of eye-catching decorations, promoters in silver jumpsuits, touchless perfume discovery, personalization, and a “Dance with Phantom” retailtainment recreation.
It is Puig’s most bold journey retail marketing campaign to date, and the first to use a 360° digital strategy. Prominent digital activations incorporate social media, digital adverts, paid geo-targeted social media and influencer exercise on TikTok and Instagram designed as a takeover of the full traveler journey this summer season. The “always-on” strategy is supposed to maximize Phantom’s consciousness. The influencer marketing campaign alone is anticipated to attain six million vacationers by way of to September.
Puig has invested closely in Phantom and is hoping for a massive payoff because it seeks to recoup misplaced income due to COVID-19. The firm has additionally put the highlight on Carolina Herrera’s new masculine perfume 212 Heroes this summer season by way of a sequence of journey retail activations in the Americas.
Puig expects a important restoration this yr, with gross sales forecast to surpass the report €2 billion set in 2019. Since January 1, 2021—following the incorporation of the manufacturers Uriage, Apivita, and a 50% stake in Isdin—Puig has additionally reorganized its enterprise into three divisions: Beauty and Fashion, Charlotte Tilbury (during which a majority stake was introduced in June 2020), and Derma.
Under the new construction, the firm is aiming for €3 billion in income by 2023 and €4.5 billion by 2025. By then, the portfolio is anticipated to embody two near-€1 billion manufacturers (Paco Rabanne and Carolina Herrera), and two with gross sales of €500 million (Isdin and Charlotte Tilbury).

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