Paco Rabanne has given its first standalone grand female perfume, Fame, a journey retail unique debut at London Heathrow Terminal 2.
An eye-catching new activation has been put in within the centre of the airside purchasing space of Terminal 2, because of a partnership between Puig, Dufry, JC Decaux and Heathrow. It options an interactive recreation, personalisation alternatives, a selfie wall and possibilities for consumers to interact with the model each in-person and on-line.
DFNI was on-site as the brand new activation was unveiled final week with large representatives from every firm, in what Puig Vice President of Global Travel Retail Kaatje Noens known as “a milestone launch for Paco Rabanne, drawing on our brand-building experience to ship one thing actually standout that includes our hallmarks of playfulness and affect”.
The pink and inexperienced hues of the set up create a disruptive visible for travellers arriving within the terminal, with a larger-than-life model of the “soon-to-be-iconic” Paco Rabanne Fame bottle rotating atop the construction. On strategy consumers are greeted by employees in putting pink jumpsuits providing samples and blotters within the form of the bottle which carry a QR code offering entry to extra info.
Digital ‘retailtainment’ is at the forefront of the supply, with a “Race in Paris” recreation which sees consumers management a personality on a giant display screen in a touch via the streets of Paris to gather prizes. A selfie station and Instagrammable partitions create alternatives for content material creation and a ribbon printing station permits consumers to personalise their expertise with a ribbon bearing their title and one of many vary’s slogans.
The energy of letting individuals select
Noens believes the several types of touchpoint are very important within the post-Covid market.
She advised DFNI: “As a model we’ve all the time been superb with our experiences, the one factor we added on was the ability of a alternative. I nonetheless keep in mind there was a degree in Covid when everybody was speaking about how nobody would ever contact a tester once more and every little thing goes to be about touchless sampling and no one goes to work together with a [brand ambassador] of their complete life and all of us swapped instantly.
“Today we see that greater than ever individuals are on the lookout for the experience and recommendation of brand name ambassadors.”
She continued: “We need to deliver the ability of letting individuals select how they need to work together. Is it a conventional method of making an attempt the perfume and discovering a brand new perfume? Then we’ve the perfume bar. Is it a distinct second the place they’re having a cool second and a contented second with their family members as a result of they’re going on trip collectively? Then they’ll do the run via Paris collectively and catch Fame as a lot as they’ll within the streets of Paris.
“If it’s extra about getting a pattern bracelet with the perfume to consider it and let it sink in then it’s that. I imagine the entire expertise is about letting individuals select how they need to uncover one thing.”
The Heathrow location is the primary of greater than 200 activations that will likely be launched in journey retail worldwide to mark the arrival of Paco Rabanne Fame, in cities together with Sao Paolo, Tel Aviv, New York and Paris.
The alternative of journey retail as a launch platform was very deliberate, in line with Noens.
“During and after Covid we selected to contemplate journey retail as the last word model constructing platform,” she revealed. “We imagine that airports ought to be large purchasing locations for passengers; individuals are keen to journey and have enjoyable and have an expertise there.
“We know traditionally that the passenger is all the time on the lookout for one thing new, one thing totally different, one thing unique and airports do give the area and the chance of bringing that entire idea and storytelling.”
Building in partnership
Heathrow Airport Head of Category, Julie Donnelly agreed: “Having an unique product, in such an thrilling and outstanding set up is symbolic of the robust restoration we’re seeing throughout the airport.”
The partnership with Heathrow, Dufry and JC Decaux Airport, whose Sales Director Arianne Riddell mentioned the brand new activation “will improve the passenger journey in Terminal 2 at Europe’s busiest airport, showcasing this iconic model as by no means seen earlier than”, was a significant a part of the undertaking for Puig.
Noens defined: “You don’t do that by yourself. As a model you may include a model DNA, with the storytelling, with a product, however in the event you don’t have the specialists surrounding you ensuring that you just actually get challenged on the what, the place, and the way, for what sort of passenger, then it’s not going to work.
“Having Heathrow with us and JC Decaux with us, difficult us and ensuring the entire expertise actually is a 360 one and an omnichannel one is vital to the success. Then working with Dufry to get this performed is tremendous necessary too.”
Antonin Carreau, Global Beauty Category Director for Dufry added: “We are delighted to play our half within the implementation of this immersive and fascinating omnichannel marketing campaign in world journey retail, and are assured that it is going to be very effectively acquired by our clients.”
Paco Rabanne Fame – A brand new pillar
The new Paco Rabanne perfume at the guts of the show is the primary standalone grand female launch by the model. The scent options new notes introduced collectively for the primary time, together with mango, jasmine and incense to create what the model calls “the primary female creamy incense in perfumery”. It was crafted in Grasse utilizing sustainable elements, 90% of which have been sourced from pure origins.
The putting bottle options an expression of the avant-garde styling which has outlined the Paco Rabanne model, from the 1969 bag to the enduring chainmail costume.
Supporting the discharge is a brand new marketing campaign which, Puig says, seeks to replicate the “linked, ultra-creative city lady”, with new ambassador Elle Fanning at its forefront.
Reflecting on the launch, Noens advised DFNI: “It’s very thrilling as a result of we’re very passionate at Puig and so we create very excessive expectations after which the true deal occurs it’s like: Is it going to stay as much as our expectations? And we maintain placing them increased and better and better.
“I feel it’s a 12 months that we’ve been working o this area and to see that come via in actual life, it appears to be like higher than what we’ve envisioned.”
https://www.dfnionline.com/latest-news/milestone-launch-puig-dufry-jc-decaux-partner-experiential-debut-paco-rabanne-fame-heathrow-12-07-2022/
