SPAIN. The Puig group will further support its Prada fragrance franchise in travel retail next year, with new sets and advertising.
In particular, the recently launched Prada Man scent will be strengthened with a set offering, featuring a 100ml fragrance and shower gel reference. The distinctive advertising campaign (pictured left) will be carried on the packaging.
A similar strategy will be employed for the original Prada feminine fragrance. In this instance a new advertising visual has been selected from the TV campaign to bring added coherence with its masculine counterpart.
Puig will also unveil a Prada miniatures coffret which will contain versions of Prada Woman, Prada Eau de Parfum Tendre, Prada Intense and Prada Man.
In other news, Puig presented a selection of novelties frm across its product portfolio at last month’s TFWA World Exhibition in Cannes.
“We have created a range of exciting products for 2007,” commented Puig Marketing Director Travel Retail Europe Concha Cereijo. “In particular we have fine-tuned our marketing plan and improved our [exclusive] sets.”
For example, next year Carolina Herrera’s 212 limited-edition summer duo will be presented in special ‘drinks can’ packaging, complete with vending machine-style merchandising.
212 Sexy for women will be promoted with an innovative gwp map of Manhattan, detailing the latest trendy shops, restaurants and so on. 212 Sexy Men will begin its worldwide roll-out in February. And a new Carolina Herrera launch will be unveiled next September.
Meanwhile, the Nina Ricci brand has been boosted by a new momentum following the launch of the feminine fragrance Nina, Cereijo noted. Among the novelties for 2007 are a limited-edition 100ml version of L’Air du Temps, complete with a blue dove motif, which will be aired around mid-February, and new miniature sets for Nina.
Lastly, Paco Rabanne will introduce a new series of travel retail exclusive sets next year, for XS, Black XS, Ultraviolet, Ultraviolet Man and pour Homme. Each contains a 100ml edt/edp, plus a 30ml reference as a gwp – a special size that cannot be purchased elsewhere, according to the company.
MORE STORIES ON THE PUIG GROUP
Puig unveils fragrant Barbie novelties – 30/10/06
The Puig group introduces Prada Man – 13/10/06
Nina Ricci celebrates Love and Christmas in Paris – 03/10/06
Nina Ricci targets younger consumer with Nina fragrance launch; travel retail a key focus – 21/06/06
