INTERNATIONAL. Guerlain has partnered with a fellow LVMH brand, Moët & Chandon, and retailer Gebr. Heinemann to launch a new frangrance, La Petite Robe Noire Eau de Toilette
The French Perfume House developed a new activation concept, “Paris Lifestyle”, and invited Moët & Chandon Rosé to partner for a “powerful and surprising” in-store animation at Istanbul airport last month April.
Travellers are able to discover both products in a pink playful atmosphere, with in-store experiential devices & services such as make-up stations and a champagne tasting bar. A special iPad app, dedicated to Moët & Chandon and Guerlain, also lets the consumer discover La Petite Robe Noire and Moët Rosé Impérial in an amusing way, with the possibility to shoot and customise pictures of themselves, print and e-mail them.
The co-branded activation at Istanbul Airport |
According to LVMH, a key ingredient for the success of the launch was the working relationship between the Gebr. Heinemann, Guerlain, and Moët Hennessy teams.
Guerlain Travel Retail Marketing Director Celine Damour said: “We wanted to create some strong added-value for Gebr. Heinemann by integrating multiple product categories into a joint animation. Our unique association and our retailtainment approach with Moët & Chandon allow us to maximise traffic and trigger strong cross-selling opportunities.”
The three partners expect the new concept to have been rolled out 15 times in nine airports across Europe and Russia by the summer.
Moët Hennessy Travel Retail Key Account Director Petra Nagel added: “Paris Lifestyle is a truly outstanding Moët & Chandon Rosé and Guerlain La Petite Robe Noire experience. It brings alive the brands’ DNAs to the Travelling Consumer. The concept offers the opportunity to dive into the brands’ universe. It is incorporating a digital feature which is key in today’s world to interact with the consumer.”
The concept has also been rolled out at Frankfurt Airport |
