FRANCE. Premium beauty house Puig has launched a L’Artisan Parfumeur fragrance exclusively for Extime Duty Free – the joint venture between Lagardère Travel Retail and Groupe ADP.
The limited-edition eau de parfum, Minuit À Paris (100ml), is now available at Paris Charles de Gaulle and Orly airports. It features a blend of vanilla-laced rum and pink pepper reflecting the City of Light’s dynamic character.
Passengers at Charles de Gaulle and Orly airports can immerse themselves in a personalised gifting experience, with brand ambassadors on hand to lead shoppers through the fragrance story.
The Minuit À Paris launch is enhanced by a 360-degree amplification strategy to drive engagement and maximise exposure.
The digital campaign is hosted on Extime’s retail website, using customer relationship management tools and email newsletters to create anticipation before travellers arrive at the airport.
Talking consumers, key categories and the retail mix at Extime Duty Free Paris
Luxury and beauty will be crucial to maintaining the recent strong spend per passenger through Extime Paris at Paris Charles de Gaulle Airport in years to come. That was a key message from our visit to Groupe ADP headquarters in early March to discover more about the Extime strategy. In this article (click here for access) we focus on the shopping offer at Paris Charles de Gaulle Airport, with comments from Extime Duty Free Paris Executive President Guy Bodescot. |
Upon arrival, customers are immersed in the campaign through visual merchandising and boutique assistants who emphasise the exclusivity of the product.
Puig is tapping into sense of place with this comprehensive strategy, intrinsically linking the fragrance to Paris and highlighting its appeal as a limited-edition experience.
The campaign’s premium positioning is reinforced by visibility in high-traffic areas, including VIP lounges and a full takeover of the Puig boutique space in Charles de Gaulle T2F.
Puig Executive Vice President Global Travel Retail Kaatje Noens said, “With Minuit À Paris, Puig is excited to bring a piece of Parisian allure to travellers, creating an unforgettable moment of luxury and discovery.
“This exclusive launch with Extime reflects our ongoing commitment to delivering exceptional products and immersive experiences that resonate with the modern traveller, elevating airport retail to new heights.”
Extime Paris and Extime Duty Free Paris Chief Marketing Officer Séverine Patureau remarked, “Extime is the retail and hospitality brand of the Aéroports de Paris group. At Extime, we are committed every day to offering our passengers the ultimate Parisian shopping experience.
“We are particularly proud to have collaborated with L’Artisan Parfumeur and Mathilde Bijaoui on the creation of this exclusive fragrance.
“Minuit À Paris embodies our desire to innovate, while capturing the timeless elegance and magic of Paris, the city that never sleeps.
“It invites escape and travel, offering our customers a truly unique olfactory getaway. Through this creation, we really offer them the opportunity to take home a piece of the spirit of Paris.” ✈
