AUSTRALIA. Family-owned fragrance company Puig has teamed up with Lotte Duty Free to host a Jean Paul Gaultier omnichannel campaign at Melbourne Airport, highlighting the brand’s latest fragrance Gaultier Divine.
The immersive campaign is the brand’s first in Asia Pacific travel retail for a number of years and underlines Puig’s commitment to expanding Jean Paul Gaultier’s presence in the regional channel.
The Gaultier Divine campaign is described as a celebration of individuality and a homage to the ‘daring power and nature’ of women.
Located in the departures hall, the activation started on 1 September and is running until the end of this month. It aims to immerse travellers at every touchpoint of their journey to deliver a captivating brand experience.
Engaging passengers ahead of their journey, the Gaultier Divine is featured in Melbourne Airport’s Journey Magazine as one of the Top Five picks from Laneway, Melbourne Airport’s click & collect service.
It is also promoted on Lotte Duty Free’s official Instagram account.
During the trip, out of home campaign assets feature the star of the campaign, Yara Shahidi, in all four terminals at Melbourne Airport.
The campaign highlights bold gold elements including columns which are designed to be an expression of women as ‘living deities’ and offer high visibility to attract passers by to stop and engage with the brand.
A 2D cutout of the campaign slogan – ‘I am a woman, what’s more divine?’ is also featured.
Puig Executive VP Global Travel Retail Kaatje Noens said: “The strategic presence of Gaultier Divine at one of Australia’s busiest airports exemplifies Puig’s goal to enhance and advance our prestige fragrance portfolio in the region.
“Together with our industry partners, we push the boundaries of experiential campaigns to deliver innovative and engaging activations that celebrate human qualities whilst creating strong brand connections.”
Lotte Duty Free Chief Commercial Officer Sean Lee added: “We are thrilled to announce the first Trinity partnership between Lotte Duty Free, Puig and Melbourne Airport through the dynamic Gaultier Divine pop-up.
“This partnership is a testament to our commitment to enhance the travel retail offering by bringing a top launch to Australia’s second busiest airport.”
Gaultier Divine Eau de Parfum is a new expression from the fragrance brand created by Jean Paul Gaultier in 1993, the same year as the release of the house’s first fragrance – Classique.
The latest scent is an olfactory ode to women who free themselves from social norms.
Gaultier has always been known as a designer who celebrates the essence of modern femininity. Since launching his collection in 1976, he consistently had a passion for designing for women.
Crafted by Quentin Bisch, the floral gourmand scent features a floral accord with lily flower, contrasted with a salty note and a gourmand accord with meringue. The juice is made using over 90% natural origin, ethically sourced ingredients and is vegan and cruelty-free.
Gaultier Divine Eau de Parfum is presented in a refillable bottle in the shape of a golden corset which is inspired by Jean Paul Gaultier’s signature couture creations. Depicting the image of the female body, the bottle features a golden silhouette with its curves.
Aside from Shahidi, the campaign also stars Lola Rodriquez, Thando Hopa, Tess McMillan, Janet Jumbo and Ana Elisa de Brito. ✈