PANAMA. Puig and Motta Internacional (operator of Attenza Duty Free) have joined hands to unveil Herrera Beauty and new-look Carolina Herrera counters in Panama Tocumen International Airport.
The partners celebrated the launch with a dynamic event that was attended by VIPs and senior executives from all three companies. Guests were able to discover the Herrera Beauty makeup line while enjoying cocktails and appetisers inspired by the brand’s Alegria de Vivir mantra.
Herrera Beauty is the brand’s first ready-to-wear line of customisable makeup that incorporates lip, eye and complexion products. The line offers a wide range of textures and finishes with many products available in refillable formats.
At the event, guests enjoyed beauty masterclasses which taught them how to achieve two signature Herrera Beauty makeup looks, Sunset Perfection and Smoke Game.
The impactful new Carolina Herrera counters are located in the Attenza Duty Free stores in Terminals 1 and 2. They are dressed in the brand’s signature red colour palette and offer the Herrera Beauty makeup collection alongside a selection of travel retail-exclusive products and the brand’s key fragrance pillars. These include Good Girl, Bad Boy, 212 and CH.
Travellers can also discover six playful floral scents called Luckycharms at the counters. Each Luckycharms two-toned bottle comes with a customisable Herrera Beauty charm as a gift with purchase.
The counters are equipped with Puig’s latest beauty tech innovations including the Carolina Herrera Magic Mirror, Virtual Try-On and the Product Configurator.
The latter is an omnichannel feature that enables premium product personalisation in-store. With this tool, travellers can personalise their Herrera Beauty purchases with a range of vibrant cases, tassels, bangles and charms.
In addition, Carolina Herrera Beauty Specialists are on-hand to offer bespoke makeup consultations and beauty experiences.
“The new-look Carolina Herrera counters at Tocumen International Airport build on the brand’s strong presence in the Americas,” commented Puig General Manager Travel Retail Americas Felipe Grant.
“Together with Attenza Duty Free, the commercial identity for all the duty free stores of Motta Internacional, we’re delighted to introduce Herrera Beauty and the unrivalled retail experience of Carolina Herrera to travellers at this key regional hub.”
Coinciding with the Herrera Beauty launch, Puig and Motta Internacional launched a two-month 360-degree omnichannel campaign promoting the Good Girl Blush scent at the airport. The campaign invited travellers to discover the new fragrance via an eye-catching OOH media and digital screen takeover.
The campaign featured an integrated consumer experience and social media drive which featured Sense of Place captions to enhance the Carolina Herrera brand experience at Panama Tocumen International Airport. The social media element of the campaign reached over 5 million impressions during its run. ✈
