INTERNATIONAL. L’Oréal Travel Retail is pre-launching the Prada Paradoxe fragrance across key airports in Latin America with an eye-catching pop-up campaign.
Prada Paradoxe is the new feminine fragrance pillar from Prada Beauty and is the brand’s big focus for 2023. The scent is being promoted in over 15 animation spaces across South America. In travel retail, it was exclusively available with Dufry Brazil throughout March.
Through the rest of 2023, Prada Paradoxe will be exclusively available in Americas duty free through Dufry’s stores in Argentina, Mexico, Chile and Uruguay.
The retail concept is adapted to multiple environments, while still maintaining the brand’s distinctive brand codes. These include the signature Prada green colour palette, the triangular logo and checked marble flooring. Images of Prada Beauty Brand Ambassador, British actress Emma Watson, feature prominently across the animations.
Travellers are invited to discover the new feminine scent via different interactive touch points. This includes a QR code that unlocks key fragrance information and Prada Beauty brand information.
The biggest activation recently took place in Rio de Janeiro Galeão Antonio Carlos Jobim International Airport with Dufry Brazil. The pop-up featured an immersive photo space which offered a Prada Paradoxe photo opportunity for travellers.
Thee L’Oréal Travel Retail Americas education team hosted an innovative training event in Argentina which helped over 200 Beauty Advisors learn all about Prada Beauty and Prada Paradoxe ahead of the launch.
Some of the tech-driven features included a dynamic room map which displayed key brand words and colour codes, interactive bracelets and hologram messages which were displayed across various digital touchpoints.
Commenting on the campaign, L’Oréal Travel Retail Americas General Manager Couture & Fragrance Brands Marina Torres said: “We are extremely happy and proud of the success of Prada Paradoxe. To be able to do a pre-launch in Latin America is very excited to us – it helps elevate the reason to shop at duty free stores; it gives the Beauty Advisor a great story to tell consumers and it also helps build awareness ahead of the local market launch”.
Prada Paradoxe is a floral amber fragrance. It is centred around heart notes of neroli and jasmine, blended with Ambrofix and Serenolide. Prada Paradoxe is available in a refillable triangle bottle. ✈
