TÜRKIYE. Puig has partnered with Gebr. Heinemann and Unifree Duty Free to launch two Carolina Herrera summer fragrance activations at Istanbul Airport. Both pop-ups are running until the end of June.
The animations highlight Carolina Herrera’s bestselling fragrances and have a strong focus on retailtainment, offering travellers a multi-sensory olfactory experience.
The first animation space, dressed in pink and blue, showcases the latest additions to Carolina Herrera’s Good Girl and Bad Boy ranges – Good Girl Blush Elixir and Bad Boy Cobalt Elixir.
A giant Good Girl Blush Elixir stiletto bottle – a silhouette which is emblematic to the franchise – greets travellers at the entrance of the pop-up.
Inside, they can discover the feminine and masculine scents via a multi-sensory fragrance experience comprising perfumed flower ribbons and candy tastings of key fragrance notes.
A Good Girl Plinko game adds gamification. It invites travellers to insert a coin with their favourite Good Girl fragrance into the machine to win samples. The journey is completed with gifts with purchase and bespoke gift-wrapping services.
To promote the pop-up and raise awareness for Good Girl Blush Elixir, Carolina Herrera has launched a dynamic social media campaign across several key platforms including Instagram, Facebook and Snapchat. On Facebook and Instagram, travellers are targeted before and during their trips via interest-based and geotargeted campaigns.
Good Girl Blush Elixir is both a chypre and floral amber eau de parfum. It is an intense blend of rose vanilla and smoky patchouli.
Bad Boy Cobalt Elixir is an aromatic, more intense interpretation of the original Bad Boy Cobalt fragrance. It blends notes of sage, black truffle and resinous wood.
The second pop-up is dressed in Carolina Herrera’s signature red hue, bringing the Herrera Summer campaign to life. The campaign is inspired by the fashion house’s Resort 2024 runway show, its first to be held in Rio de Janeiro.
A feminine and masculine fragrance bar is a central feature, alongside various fragrance bars that highlight the brand’s high perfumery Confidential line and bestselling franchises.
Brand ambassadors welcome visitors with a scented fan before offering them a refreshing mocktail inspired by different Carolina Herrera fragrances. Travellers can commemorate their visit at the photobooth and its lush garden backdrop to create a lasting memory of their Herrera Summer experience.
In addition, customers can receive special gifts with purchase, including cosmetic bags in a green and white polka dot pattern, as seen in the Herrera Summer fashion collection.
Puig Executive Vice President Global Travel Retail Kaatje Noens commented: “Since opening in 2018, Istanbul Airport has set a clear benchmark for airport retail and high-end shopping experiences. We’re thrilled to showcase Carolina Herrera at one of Europe’s busiest airports, offering these engaging animations to all passengers.” ✈
