MALAYSIA. Puig, in partnership with Eraman, has completed its first-ever multi-brand activation in Kuala Lumpur International Airport (KLIA) Terminal 1.
The campaign ran from 5 June to 31 August and united three of Puig’s prestige fragrance brands – Rabanne, Carolina Herrera and Jean Paul Gaultier – in a premium, experiential environment.
The activation coincided with the reopening of KLIA’s newly renovated T1 and marked the first Rabanne summer pop-up in Asia Pacific travel retail.
Rabanne highlighted its key fragrance pillars: 1 Million Eau De Toilette, Million Gold For Her Eau De Parfum, Invictus Eau De Toilette, Fame Eau De Parfum, Phantom Parfum and Olympea Eau De Parfum.
Brand Ambassadors gave out luggage stickers and invited travellers to explore the space and take photo souvenirs. In addition, a sense of place-inspired ‘melting’ postcard, featuring the Petronas Twin Towers, was available during the campaign.
Carolina Herrera showcased its latest fragrance innovation, Very Good Girl Elixir. Travellers who bought the fragrance were able to play a Gachapon game to win an additional gift with purchase.
Jean Paul Gaultier’s animation featured nautical theming and invited travellers to discover its latest masculine scent, Le Male Elixir Absolu. Brand Ambassadors dressed as sailors distributed golden tattoo stickers to complete the experience.
The multi-brand activation was supported by a 360-degree campaign across digital and social channels, including Eraman-owned and brand platforms and on TikTok and Meta, which targeted travellers pre-trip.
Fun and interactive campaign videos featured on the large digital screen at KLIA’s Contact Pier Duty Free Mall, raising brand awareness and driving traffic to the pop-up. In addition, Rabanne enhanced sense of place with a striking Petronas Twin Towers visual that captured travellers’ attention as they headed to their boarding gates.
Puig Global Travel Retail Executive Vice President Kaatje Noens said, “Kuala Lumpur International Airport’s refurbished Terminal 1 offers travellers an elevated retail space that Puig is proud to be a part of.
“The partnership with Eraman marks our first-ever multi-brand activation at Malaysia’s main airport and Rabanne’s debut activation in Travel Retail Asia Pacific – a milestone for Puig as we look to grow awareness of our prestige brands in the region.
“We hope that travellers at Kuala Lumpur International Airport enjoyed discovering all that our brands have to offer before they set off on their summer travels.” ✈
