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Puig has saluted the impact of Valentina |
INTERNATIONAL. Leading fragrance house Puig has hailed the impact of Valentina, the inaugural scent from Italian fashion house Valentino, which was launched in September 2011. The launch has paved the way for further innovation from the brand later in 2012, said Puig.
The fragrance’s strong results in domestic markets have been mirrored by an “outstanding” travel retail performance, said the company. Highlights include Rome Fiumicino airport, in the home city of the Valentino, where Valentina was the second highest selling feminine fragrance and the best new launch. Elsewhere in Italy, Valentina ranked as the number two best-selling fragrance onboard Alitalia. At Doha International Airport, Valentina 80ml and 50ml ranked as first and third selling SKUs respectively with Qatar Duty Free.
The sales drive has been accompanied by a retailtainment and airport media strategy to create additional consumer engagement and awareness.
Valentina’s ‘Sensorial Experience’ took place at promotional sites at selected European airports. Customers had the opportunity to discover the ingredients of the fragrance, using their senses.
Puig General Manager Travel Retail Patrick Bouchard said: “Puig has a strong track record of winning launches, and with Valentina we have been able to live up to this mantra once again. Here we have an iconic Italian fashion brand, which Puig has been presented the opportunity to translate into a distinguished fragrance line with striking point of sale executions in travel retail stores.”
Bouchard added: “Puig is in the process of molding Valentino into a major player in the luxury fragrance sector, and we’ve got off to a great start. Valentina has really made an impact in travel retail and it’s especially pleasing to see the consumers respond so positively to the launch at major Asian hubs such as Singapore Changi, together with our partners Nuance-Watson. The industry can expect much more from Puig with Valentino, building on this early success.”
Puig gained the fragrance licence for Valentino in 2010, with the objective to thrust the brand back into prominence within the luxury fragrance market. To date domestically, Valentina has become the number one feminine fragrance launch in Italy, Spain and Holland, the number two launch in Switzerland and is “outperforming expectations” in the Middle East with key regional retailers, said Puig.
Puig has placed a strong emphasis on impact at the point of sale for Valentina, dramatising the features of the product and haute couture values of Valentino, to help distinguish the new product from the competition.
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The roll-out out has been accompanied by some striking campaigns, such as at Frankfurt Airport with Gebr Heinemann |
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The Nuance Group at Zürich Airport hosted one of the ‘Sensorial Experience’ promotions |
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Consumers at Changi Airport responded positively to the launch, said Puig Travel Retail |
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Puig created high-impact airport media campaigns at (top to bottom) Amsterdam, Rome and Madrid |
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