FRANCE. Jean Paul Gaultier (Puig) has partnered with Extime Duty Free and Lagardère Travel Retail to launch the ‘Summer Gaultier’ takeover at Paris-Charles de Gaulle Airport (CDG).
The campaign was conceived by Puig Travel Retail Europe in partnership with the Jean Paul Gaultier brand team. Combining visual impact, immersive storytelling and retailtainment, the activation engaged a new generation of fragrance shoppers at the French hub.
Inspired by a Californian beach sunrise, the takeover transformed Terminal 2E Hall M into a vibrant, sun-drenched space inspired by Jean Paul Gaultier’s design codes. Neon lighting, roller skating squads equipped with vintage ghetto blasters and a retro beachside boardwalk theme brought movement and energy to the terminal.
Brand ambassadors, dressed in crisp white uniforms with red sun visors, invited travellers into the ‘Summer Gaultier’ pop-up with branded fans and fragrance blotters.
At the centre of the experience was an experience centred on five phases – catch, discovery, entertainment, conversion and gifting.
Entertainment played a central role at the animation, with a live DJ providing the soundtrack and spontaneous roller skating battles adding an element of performance. In addition, travellers were offered colourful mocktails and were encouraged to take photos at a dedicated photo area and share them on social media.
A Summer Gaultier tote bag was available as a gift-with-purchase alongside branded stickers.
A supporting digital media campaign extended the activation beyond the terminal, engaging travellers before, during and after their journeys through paid media channels and a digital campaign with Uber.
According to Puig, ‘Summer Gaultier’ delivered strong engagement and exceeded expectations, offering a vibrant and disruptive moment in Paris CDG while underlining the power of experiential retail.
Puig Global Travel Retail Executive Vice President Kaatje Noens said: “Summer Gaultier was not only a bold activation but a statement about the unique spirit of this brand.
“It captured attention, drove meaningful engagement and delivered commercial success, all while reinforcing Jean Paul Gaultier’s unique place at the intersection of fashion, fragrance and fun. We are grateful to partner with Lagardère Travel Retail who believe in the power of our brands and the platform travel retail offers to reach global shoppers.” ✈
