A latest Puig omnichannel campaign with Carolina Herrera 212 Heroes For Her in Americas travel retail spanned 44 areas in 20 international locations throughout the area.
The campaign strengthened the presence of the latest masterbrand 212 Heroes, the brand new eau-de-toilette for ladies with a vegan components in a bottle impressed by the silhouette of a skateboard.
Targeting travellers all through their journeys, the omnichannel activation immersed buyers within the 212 Heroes For Her idea throughout touchpoints, utilising digital channels together with geo-targeted social media campaigns, show media concentrating on travel bookers and people with an intention to travel, a robust presence on retailers’ e-commerce platforms and high-footfall digital media screens in key airports. These channels delivered attention-grabbing media property tailor-made to high areas and a name to motion to pattern fragrances instore.
An instore expertise took buyers to a 212 Metro station with perfume bars, a perfume profiling counter, a collection of screens displaying campaign content material and Instragrammable picture areas. Several retailtainment parts drew buyers additional into the 212 universe – a bodily Plinko sport allowed them to uncover their favorite 212 perfume, whereas a digital sport leverage daugmented actuality to take them on a skateboard trip by way of the streets of New York.
The campaign featured at Latin American airports between March and May, together with São Paulo Guarulhos, Buenos Aires Ezeiza, Mexico Benito Juárez, Lima Jorge Chavez, Cancun, Panama’s Tocumen Airport, in addition to New York John F. Kennedy and Miami International within the US.
Awareness of the launch campaign was amplified by way of an influencer campaign by which Puig has partnered with influencers in the important thing markets of Argentina, Brazil and Mexico.
The 212 Heroes For Her bottle silhouette evokes the skateboard of 212 Men Heroes, with new proportions, new contrasts between supplies – crystal and metallic – and new sizes: 80 ml and 50 ml, aiming to make 212 Heroes the on a regular basis, on-the-go perfume for ladies.
Puig Travel Retail Americas General Manager, Felipe Grant mentioned: “The Carolina Herrera model has turn into synonymous with a way of boldness and journey, from iconic scents and ground-breaking bottles to standout campaigns – notably in travel retail. The daring storytelling and identification behind 212 Heroes For Her has fuelled a massively partaking and immersive omnichannel launch campaign, spanning a number of touchpoints to construct consciousness and drive gross sales leveraging on the restoration of the channel. We are delighted to carry this universe to life in partnership with key retailers in a area the place Carolina Herrera resonates so strongly.”
https://www.dfnionline.com/latest-news/puig-launches-carolina-herrera-212-heroes-americas-travel-retail-08-07-2022/
