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As exclusively revealed in The Moodie Report e-Zine, Puig is set to build on its successful 212 franchise from Carolina Herrera with the launch of a new feminine fragrance, 212 VIP Rosé.
The celebratory scent aims to evoke the glamour, elegance and sheer fun of the New York City party scene – as personified by the fragrance face, supermodel Gisele Bündchen.
In the ad campaign she is shown ramping up the action at an exclusive “˜secret’ soirée, aided and abetted by a cast composed of various real-life Manhattan party people, including blogger Bryan Boy, DJ Leigh Lezart, model and socialite China Machado and the Brant brothers.
The print visual depicts Gisele putting her fingers to her lips. The strap-line is: “Are you on the list?”
The juice itself also incorporates a celebratory component, thanks to its Champagne Rosé accord, which lends a fresh, fruity and carefree flavour to the fragrance, according to the brand. It is complemented by a heart of peach flower, atop a Queen Wood base.
The fragrance flacon echoes that of the original 212 VIP bottle, complete with signature curves. It has been updated with a matte pink colour scheme and magnetic cap.
Puig has high hopes for the fragrance in the travel retail arena – and has developed a variety of innovative ways to sample and promote the juice, in keeping with the fragrance concept. The company created the eye-catching Paparazzi Booth promotion to showcase the original 212 VIP fragrance. There will be similarly inventive initiatives for 212 VIP Rosé, including a portable airport Photo Booth.
