FRANCE. Puig, Extime and Groupe ADP are celebrating a recent 360-degree activation campaign for the Jean Paul Gaultier Le Male Lover Eau de Parfum.
The campaign, which ran until the end of July at Paris Charles de Gaulle and Orly airports, brought Jean Paul Gaultier’s signature tattoo motifs to life through a multi-sensory experience. The activations immersed travellers in the artistic universe of Le Male Lover, celebrating self-expression through the art of tattooing.
Travellers explored Jean Paul Gaultier Le Male Lover through innovative scent discovery techniques, such as airbrushes reminiscent of tattoo parlours. They also had the opportunity to receive temporary tattoos from professional artists.
These activations marked a first in travel retail, strengthening the connection between the fragrance’s narrative and Jean Paul Gaultier’s long-standing tattoo-inspired design ethos.
Supporting the in-store experience was a social and digital media campaign targeting travellers before and during their airport visits.
Selected passengers were presented with interactive visuals on the Uber app as they travelled to the Paris airports. Additionally, Jean Paul Gaultier launched a dedicated landing page on its website, inviting visitors to fully experience Le Male Lover.
Inspired by the concept of ‘My body, my canvas’, the fragrance pays tribute to tattoo art and the personal stories it tells.
Le Male Lover Eau de Parfum opens with invigorating notes of amber, pepper and lime, with an ambergris heart and finishing with woody and vanilla base notes. The collector’s-edition bottle features aquatic blue designs, drawing inspiration from Jean Paul Gaultier’s Les Tatouages fashion collection.
Puig Executive Vice President Global Travel Retail Kaatje Noens said: “The powerful Le Male Lover campaign in Jean Paul Gaultier’s home city Paris exemplified Puig’s goal to constantly push boundaries and find new creative ways to engage and excite travellers.
“We hope that travellers in Paris enjoyed discovering the world of Le Male Lover and creating their own memories with the engaging initiatives at the activations.” ✈
