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Puig has launched Paco Rabanne 1 Million Intense into travel retail, backing it with a strong promotion campaign and a fresh ‘retailtainment’ concept.
The men’s fragrance follows on from the strong performance of 1 Million in recent years.
The launch of the new fragrance is being backed by an advertising campaign (video below) shot by Nathaniel Goldberg, with a screenplay by Paul Gore, drawing heavy influences from films such as Goldfinger and The Thomas Crown Affair.
Puig Travel Retail Marketing Director Lyndea Dew said: “1 Million Intense is a strategic, stand-alone launch for Puig in travel retail, supported by major media investment in local markets to create the awareness for our channel.
“1 Million continues to be the number one masculine fragrance in travel retail worldwide, and we’re pleased to enhance the range with this launch.
“In the distinctive 1 Million style, we’re pushing innovation in consumer communication with a super-engaging new retailtainment concept to help ensure this is a winning launch and sales growth driver for our partners.”
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Concept images of the ‘retailtainment’ campaign for 1 Million Intense |
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