EUROPE. Family-owned fragrance house Puig is celebrating Gaultier Divine Eau de Parfum – the latest fragrance from Jean Paul Gaultier – with a spectacular pop-up campaign in Europe travel retail. It is running from the end of August until late October.
A large-scale animation programme is the campaign’s central element with a strong retailtainment pop-up taking place at Paris Charles De Gaulle (CDG) and Orly airports in partnership with Paris Aéroport (Groupe ADP) and Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP).
Gaultier Divine Eau de Parfum features across ten animation spaces in the French capital with the highlight being a Jean Paul Gaultier museum pop-up in the Paris CDG Terminal 1 Extime space.
The eye-catching museum animation is running for one month and manned by two Jean Paul Gaultier historians who are on-hand to help travellers discover the brand’s fragrance history.
The pop-up’s focal point is a golden corset, which was worn by Jean Paul Gaultier Fragrance Brand Ambassador Yara Shahidi in the Gaultier Divine Eau de Parfum campaign film.
Visitors can discover the new scent through a series of retailtainment and immersive elements which include meringue tasting and a corset-selfie photobooth. As a final flourish, travellers receive a silk fashion scarf as a gift with purchase to commemorate their visit.
Other Gaultier Divine Eau de Parfum animations are running in key airports in London, Frankfurt, Hamburg, Brussels and Malaga.
The European pop-up takeover is being supported by an omnichannel campaign that leverages digital media, aiming to target travellers before and during their arrival at airports worldwide.
For the first time, Puig has teamed up with ride-sharing platform Uber to engage travellers headed to Paris CDG and London Heathrow airports. A Gaultier Divine Eau de parfum experience appears on the app for travellers headed to both airports. The experience features interactive visuals with a call to action to discover the new scent.
Puig is also collaborating with its biggest-ever influencer crew, who are travelling around the region creating travel-themed content for the launch. This will culminate with an influencer event in Egypt, which brings together some of the most prominent beauty and fashion content creators for a VIP event on the Nile. Altogether, the global campaign is expected to reach four million travellers in September.
Puig Executive Vice President Global Travel Retail Kaatje Noens commented: “The powerful Gaultier Divine launch campaign exemplifies Puig’s goal to constantly push boundaries and find new, creative ways to engage and excite travellers. We invite travellers in Europe to dive into the Gaultier Divine universe and join us in celebrating the uniqueness of women.”
Gaultier Divine Eau de Parfum is a celebration of women who free themselves from gender norms.
The floral gourmand scent was created by Perfumer Quentin Bisch, who blended a salty note with a meringue gourmand accord. It is made with 90% natural-origin, responsibly sourced ingredients and is vegan and cruelty free.
Gaultier Divine Eau de Parfum comes in a refillable bottle in the shape of a golden corset, which pays homage to one of Jean Paul Gaultier’s key archival looks. Actress, model, activist, social justice advocate and feminist Yara Shahidi is the face of the fragrance and stars in an ad campaign alongside Lola Rodriquez, Thando Hopa, Tess McMillan, Janet Jumbo and Ana Elisa de Brito. ✈
