INTERNATIONAL. Move over Paco Rabanne. Welcome Rabanne. That was the message as Puig launched an impactful Rabanne pop-up campaign in global travel retail. The campaign debuts ‘Rabanne’, Paco Rabanne’s new brand name and visual identity, making travel retail the first channel to showcase the rebrand.
The Rabanne rebrand is a major milestone for the brand which sees the fashion and fragrance house entering a new chapter under one brand umbrella.
The unified image between fashion and fragrance house is being showcased with a high-impact visual identity and logo which pays tribute to brand founder Paco Rabanne’s design legacy. The typography takes inspiration from the Maison’s archives and smooths the silhouette of the ‘R’ monogram to create a modern, minimalist feel.
The new visual identity will roll out over the next 12 months and feature across all logos, campaigns, packaging and in-store merchandising.
A global Rabanne takeover
To celebrate the rebrand, Puig has launched 150 activations in key airports in EMEA and Americas travel retail, which are running from July to October.
At London Heathrow, Puig has partnered with Dufry to take over the activation space in Terminal 2. The 85sq m animation – complete with an exhibition of The Maison’s archival dresses – is running until December and marks the first time that the complete Rabanne brand expression is being presented in travel retail.
The Heathrow activation is complemented by airport activations in Paris, Frankfurt, Madrid and Rome running throughout the peak summer travel period in Europe.
At the pop-ups, travellers can discover Rabanne’s new brand identity uniting the brand’s fashion and fragrance pillars. Key fragrance lines such as Phantom Parfum and Fame Parfum alongside Million, Invictus and Olympea are being showcased via an interactive fragrance bar.
A gamification element invites travellers to play with Phantom Parfum, taking inspiration from the Phantom Parfum media campaign
As a final flourish, travellers who purchase a bottle of Phantom Parfum or Fame Parfum can take home their very own personalised Phantom/Fame keyring as a gift with purchase.
In Americas travel retail, major activations are taking place throughout July and October across key airports. These include Lima Jorge Chávez International Airport, Tocumen International Airport, Rio de Janeiro-Antonio Carlos Jobim Galeão International Airport and Montréal-Pierre Elliott Trudeau International Airport to promote the new Rabanne identity and Fame Parfum and Phantom Parfum fragrances.
According to the brand owner, the campaign underlines its strategic intention to implement the Rabanne rebrand in travel retail first before domestic markets. This allows travellers to engage with the new branding and to discover the new fragrances through playful, digital retailtainment and gifting elements.
Puig Executive Vice President Global Travel Retail Kaatje Noens commented: “The fact that we have chosen global travel retail as the first channel in which to unveil Rabanne’s new brand identity speaks volumes about Puig’s belief in the potential of travel retail as a brand building platform and demonstrates our commitment to leading innovation.
“The eye-catching animations in EMEA and the Americas perfectly encapsulate Rabanne’s new brand identity and offer an engaging way to explore the Rabanne fragrance universe, whilst highlighting our goal to deliver amazing experiences to travellers.”
A 360° digital approach
The Rabanne takeover is being supported by a 360° digital campaign which engages travellers at all touchpoints of their journey. The campaign incorporates display advertising, paid social media, influencer marketing and advertising on retailers’ e-commerce sites. It is running across 23 airports in EMEA and 11 airports in Americas travel retail.
In Europe, the digital campaign achieved 29.6 million impressions in July and August (to date). This was achieved through a combination of paid social, display advertising and partnerships with over 25 influencers.
In the Americas, the campaign focused on Phantom Parfum only and reached 26.3 million impressions through social media and display ads.
To create the link from online to offline, a click & collect service for Phantom Parfum and Fame Parfum is available with all major retailers.
Fame Parfum and Phantom Parfum
Fame Parfum and Phantom Parfum were designed to align with Rabanne’s new image. Both fragrances feature the new visual identity and are supported by striking visual campaigns.
Fame Parfum is a feminine scent that offers powerful chypre woody floral notes. It blends creamy incense, jasmine and mineral musk with a fruity pear feel and smooth ambrette undertones. It is bottled in an updated Fame flaçon which now features a glossy black dress.
American actress/Rabanne Global Brand Ambassador Elle Fanning returns as the face of Fame Parfum.
Phantom Parfum is a masculine fragrance that is a more intense expression than the original Phantom scent. It features powerful notes of vanilla, lavender, vetiver and mineral musk. It is bottled in a matte black flacon, which retains the signature robotic shape of the Phantom range.
British actor and musician Charlie Heaton, best-known for his role in television programme Stranger Things, joins Rabanne as Global Brand Ambassador and as the face of Phantom Parfum. ✈
