AMERICAS. Puig Travel Retail Americas has hailed the reach of an ambitious omnichannel campaign that ran across 18 countries and 68 airport doors for Carolina Herrera’s Very Good Girl Eau de Parfum and Bad Boy Le Parfum fragrances.
The ‘Very Bad with a Good Heart’ campaign reached 10 million passengers, creating significant brand awareness in Americas travel retail. It ran at major North and South American airports including São Paulo Guarulhos, Buenos Aires-Ezeiza, Panama Tocumen, Miami International, Cancún International, New York John F. Kennedy (JFK) and Chicago O’Hare airports from November 2021 to January 2022.
Puig Travel Retail Americas General Manager Felipe Grant commented, “This exciting omnichannel campaign for two of Carolina Herrera’s powerful launches got pulses racing during the busy holiday travel period in the Americas when gifting was a key purchase driver. The campaign reaffirmed Carolina Herrera’s leadership position in the Americas and Puig’s commitment to creating disruptive activations in travel retail.”
The dynamic campaign brought Carolina Herrera’s Very Good Girl and Bad Boy Le Parfum fragrance pillars to life with bold red and black in-store activations and pop-ups, decorated with the fragrances’ stiletto and lightning bolt motifs.
The animations were located in high-traffic zones and featured fragrance bars, touchless testing totems, sampling and selfie zones. They were supported by impactful media takeovers, which encompassed digital screens at check-in, departures and arrivals as well as geo-targeted content and inflight advertising at airports in Buenos Aires, São Paolo, Cancún and New York.
A high-profile ooh media campaign drove further brand awareness in Buenos Aires-Ezeiza and Cancún International Airport, where the Very Good Girl and Bad Boy Le Parfum advertising campaigns appeared on 105 and 92 screens, respectively.
The campaign was further amplified through extensive social media and digital activities across on the channels of Puig’s airport, retailer and inflight partners.
For the first time, Carolina Herrera partnered with top influencers in North and South America to launch a social media campaign that targeted travellers departing from 14 different airports in the region.
The influencers posted engaging travel-themed content on Instagram that drove brand awareness and traffic to duty free stores at the participating airports. The influencer-led programme reached 7.5 million customers, generating 260,000 interactions.
In addition, Puig rolled out a paid social media campaign at 15 airports, which featured geo-targeted drive-to-store content. It also ran a digital media takeover with dedicated brand pages and advertising on Attenza and International Shoppes’ ecommerce platforms.
Very Good Girl Eau de Parfum is a fruity fragrance that combines currant, lychee, rose, vetiver and vanilla notes. It comes in a red-lacquered version of the Good Girl stiletto bottle.
Bad Boy Le Parfum opens with hemp accord top notes, followed by black pepper and geranium heart notes with a vetiver and leather accord base. It is housed in the brand’s signature lightning bolt flaçon in matte black.
