AUSTRALIA. Puig partnered with Heinemann Oceania on a two-month omnichannel takeover at Sydney International Airport to support the launch of Rabanne’s Million Gold For Her Parfum.
The campaign ran until 6 November and spanned digital channels and multiple passenger touchpoints, anchored by a 24sq m pop-up in Terminal 1 Departures.
Clad in gold and featuring a fashion display, the animation highlighted the fragrance’s party-night aesthetic and introduced Rabanne’s 1969 bags for the first time at Sydney Airport.
Travellers could capture a keepsake at the Million Gold For Her ‘nightclub’ photobooth and visit a discovery bar offering a ‘golden shot’ selection to help them find their Million match: Golden King (1 Million Eau de Toilette), Golden Goddess (Million Gold For Her Eau de Parfum), Fiery King (Million Gold) or Night Queen (Million Gold For Her Parfum).
The activation also showcased the full Million collection, including Million Gold Elixir, launched earlier this year, and Million Gold For Her EDP, a feminine line introduced in 2024. A gift-with-purchase mechanic offered shoppers who bought two Million fragrances the chance to personalise a keyring.
The digital campaign built awareness through Heinemann Duty Free’s electronic direct mail communications, supported by Rabanne activity on Meta and TikTok. Visibility was further boosted by a 3D-style Million Gold For Her campaign video shown on large digital screens positioned near the pop-up.
Puig Executive Vice President Global Travel Retail Kaatje Noens said, “In recent years, Rabanne has built a reputation for captivating consumers in travel retail with show-stopping activations that unite the Maison’s fashion and fragrance lines.
“This latest campaign at Sydney Airport once again demonstrates the brand’s commitment to delivering exceptional fragrance discovery experiences in the channel that leave a lasting memory with travellers.”
According to Puig, Million Gold For Her Parfum has a “fiery intensity”, combining sandalwood with jasmine absolute and solar ylang ylang. The bottle features a smoky glaze and the Maison’s XL link design detail, intended to reflect the fragrance’s amplified character. ✈
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