Puig and Gebr Heinemann have created a new, exclusive multiline animation called ‘The Factory’, designed to bring to life the different fantasies and stories behind the Paco Rabanne fragrance portfolio. During its first activation at Munich Airport in August, The Factory delivered a sales uplift of +193%, with Lady Million a stand-out performer at +440%. The Factory is now making its second appearance, at Gebr Heinemann’s store in Istanbul Atatürk Airport.
At Munich, The Factory was located in a high-footfall island location in the concourse outside Gebr Heinemann’s main store. The activation features three of the most popular Paco Rabanne brands – Invictus, 1 Million and Lady Million – and offers customers the opportunity to sample fragrances in a unique semi-enclosed environment, featuring bespoke merchandising and product glorifiers.
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The Factory in action at Istanbul Atatürk Airport |
These tell the stories of The Millionaire, The Champion and The Rock Star – the fantasies behind 1 Million, Invictus and Black XS, respectively. The centerpiece of the installation is a striking factory-style conveyor belt displaying the entire Paco Rabanne range.
The activity was supported by a major digital media campaign within the airport terminal. Sales were further bolstered by recent local market media investments for the launch of Lady Million Eau My Gold!
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The activation features a selection of the most popular Paco Rabanne fragrance brands |
“This activation, developed exclusively in partnership with Heinemann, is the first of its kind – a multiline Paco Rabanne animation, allowing travellers to live and breathe the fantasies at the heart of Paco Rabanne’s brands,” explained Puig Global Travel Retail Managing Director Patrick Bouchard. “The impressive results we’ve seen at Munich, which we are seeing replicated in Istanbul, once again validate our commitment to storytelling and investment in creating memorable touch-points with customers.”
“Puig has a great reputation for retailtainment and this latest exclusive activation adds a unique sense of excitement to our retail offer,” noted Katja Diehr, Head of Activity Management Perfumes, Cosmetics & Accessories at Gebr Heinemann. “The Factory concept with Paco Rabanne responds perfectly to the diverse customer profiles at airports like Istanbul and Munich.”
