L’Oréal Travel Retail is celebrating a recent dynamic Prada Paradigme campaign showcasing the newest Prada Beauty masculine fragrance across key international airports.
The series leaned into L’Oréal Travel Retail’s Journey to the Senses strategy, which redefines beauty experiences in the channel. The approach blends Prada Beauty’s distinctive modern visual identity, immersive fragrance discovery and personalised engagement.
A key part of the global campaign was the Paradigne Fanzine, a collectible mini publication that combined bold visuals, storytelling elements and interactive games. Portable and designed for on-the-go reading, the fanzine created a moment of engagement that extended beyond the terminal.
The activation kickstarted at Milan Malpensa Airport with Avolta, where Paradigme debuted in an elevated pop-up space. The installation featured Prada’s signature green sporting a Paradigme twist.
The biggest Prada Paradigme animation took place at Paris Charles de Gaulle Airport in a Pentarchy partnership with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP), Air France and JCDecaux.
The activation featured a full media takeover across the airport. This included a high-profile OOH campaign supported by geotargeted social media, Uber ride-screen advertising and CRM outreach through Extime’s database.
Prada partnered with Dubai Duty Free at Dubai International Airport to launch the Paradigme Fanzine kiosk – a tactile, magazine-inspired touchpoint which creatively brought the masculine fragrance to life.
An interactive Paradigme photobooth at Istanbul Airport – in conjunction with the Gebr. Heinemann-led Unifree Duty Free joint venture – allowed travellers to customise the cover of their Paradigme Fanzine with photos printed on-site.
In partnership with Avolta at Heathrow Airport, the Paradigme Podium offered passengers the chance to take home a personalised keepsake with a bottle engraving service available.
Each activation offered a distinct interpretation of the Paradigme world with experiences that embraced elevated retail design, editorial content, personalisation and interactive digital media.
According to L’Oréal, the campaign set a new benchmark in how fragrance can be activated across the airport ecosystem to deliver end-to-end brand immersion. ✈
