Puig is celebrating its high-impact Lunar New Year campaign for Penhaligon’s across Asia Pacific travel retail.
The colourful activation programme marked the Year of the Horse with cultural elements designed to engage Chinese travellers at key Asia Pacific airports.
It ran across eight major Asia Pacific travel retail locations, including Taiwan Taoyuan, Tokyo Narita, Hong Kong and Bangkok Suvarnabhumi international airports.
These were joined by downtown duty-free locations, including The Shilla Duty Free Seoul Downtown Store in Seoul, South Korea and the cdf Sanya International Duty Free Shopping Complex in Hainan, China.
At the centre of the campaign was the exclusive Chinese New Year Spirit of Vitality Fragrance Set, which combines both a horse and dragon bottle.
The set was inspired by the Mandarin phrase ‘龙马精神’, or ‘full of vigour’. The saying is often associated with strength, prosperity and vitality, which references the combined spirit of the dragon and horse signs in the Chinese zodiac.
The set featured the Fortuitous Finley fragrance from Penhaligon’s Portraits range. Centred on themes of success, forward momentum and confidence, attributes closely aligned with the Year of the Horse, the scent features pistachio, violet leaf and leather notes.
The campaign combined Penhaligon’s British heritage with Chinese cultural symbolism through a series of Asia Pacific-exclusive gifting creations.
These included Year of the Horse decorative window stickers, an exclusive folding fan symbolising unity and happiness, and traditional red envelopes representing good fortune and auspicious wishes.
The pop-ups featured a festive red colour palette, accompanied by equine motifs and horse shore detailing, known as symbols of protection and good fortune.
According to Puig, the Penhaligon’s campaign drove engagement during the peak Lunar New Year travel period and strengthened Penhaligon’s resonance with Chinese travellers. ✈
