GERMANY. Puig is showcasing Jean Paul Gaultier Le Male In Blue with activations at Berlin Brandenburg Airport (in partnership with Gebr. Heinemann) and Frankfurt Airport (with Frankfurt Airport Retail, the joint venture between Fraport and Gebr. Heinemann).
The concept draws on the brand’s signature sailor imagery and the fragrance campaign’s maritime theme. The pop-ups feature intricate paper cut-outs that evoke the nautical theming of the Le Male collection and offer several exclusive and interactive experiences.
The campaign is structured around four stages – Attract, Discover, Entertain and Reward – to engage passengers throughout the in-store journey.
The Scented Cloud is a stand-out element. An olfactory discovery experience, it offers an alternative to the traditional fragrance blotter test. It emits fragranced air through metal pipes inspired by the maritime world of Le Male In Blue.
In addition, travellers can personalise a metal plate with nautical coordinates to mark a meaningful location via on-site artist engraving services. They can also create destination-inspired temporary tattoos in line with the sailor theme.
According to Puig, Le Male In Blue campaign brings together fragrance discovery, interactive retailtainment, exclusive gifts and personalised services to create a connected experience across both Berlin and Frankfurt airports.
“Germany is a key market, and Les Males our most distinctive franchise,” commented Puig Global Travel Retail President Felipe Grant.
“With ‘Le Male In Blue’, we have given it the perfect stage it deserves, with every touchpoint inviting travellers to make this iconic story their own.” ✈
