Family-owned Spanish fragrance company Perfumes y Diseño (Pyd) has unveiled multiple activations in European and Americas travel retail to support the launch of Tous LoveMe The Emerald Elixir.
As reported in October, Pyd unviled a pop-up at Adolfo Suárez Madrid-Barajas Airport Terminal 4 in partnership with Avolta. The animation featured a vibrant green colour palette with a massive Tous Love Me bottle centrepiece and beauty advisor-led sampling.
More than 400 units were sold at the animation and the gift-with-purchase was a gold purse. The promotion was extended virtually via Avolta’s website and its Red by Dufry Private Sales application.
A similar Tous fragrance launch pop-up with Avolta at Josep Tarradellas Barcelona-El Prat Airport led to the sale of 260 The Emerald Elixir bottles. Advertisement pillars and podiums at Attenza Duty Free (part of Motta International’s travel retail division) in the Caribbean boosted brand engagement and product awareness in Americas duty free.
The Emerald Elixir’s release at Kirkconnell family-owned Kirk Freeport in the Cayman Islands was supported by an extensive visual merchandising display. The location also played host to a launch event with emerald décor and an assortment of ‘green’ hors d’oeuvres and drinks.
Pyd also hosted an in-store event at Penha Duty Free Curacao in the Caribbean, where travellers were handed complimentary drinks as they swayed to jazz music. Customers could have The Emerald Elixir bottle customised by an engraving artist during the celebration.
Tous LoveMe The Emerald Elixir is available in a 50ml format. Created by Master Perfumer Dominique Ropion, the fragrance combines notes of green pear nectar, grapefruit and sweet orange to deliver a floral, gourmand scent. The bottle is designed in a teddy bear shape, which pays homage to the Tous jewellery brand’s logo.
Pyd Brand Communications Manager María Trolez Cortina said, “LoveMe The Emerald Elixir continues to attract the TOUS fan who is looking for the most Tous perfume – most jewel, bear and tender – but playing with TOUS’ new values of audacity, sense of humour and imagination.
“This elixir of sophistication, which fuses gold and emerald, is an oriental nectar blended with subtle citrus and floral chords.” ✈
