Puig Travel Retail has unveiled an ‘electric’ media site at Barcelona El Prat Airport to promote its Carolina Herrera Bad Boy fragrance.
The 24sqm pop-up is located in front of the Dufry store in Terminal 1 and will run until early 2020.
The dynamic activation features plenty of Puig’s experiential innovations, most notably the AirParfum fragrance station. AirParfum is a patented fragrance discovery tool that transforms purified air into fragranced air, allowing for an overall improved olfactory experience without saturating the nose.
It also features a digital touch-screen where visitors are invited to ‘wake up their inner Bad Boy’. The screen ignites lightning bolt visuals on both the screen and the digital flooring, as well as a golden lightning bolt in 3D.
Guests can also take home their ‘bad boy memories’ via the selfie zone, or take photos in the touch-activated double-sided sequin wall. The feature wall has the brand’s signature Good Girl stiletto in a gold and black background, which can be changed via touch, to reveal a reversed black and gold background.
The media site follows the Carolina Herrera Bad Boy takeover in Barcelona El Prat Airport last August. The campaign created a ‘contentainment’ space in front of the Dufry store, as well as a dedicated promotional area inside.
For Puig Global Travel Retail Vice President Antoine Lafourcade, the new Bad Boy animation offers new and innovative ways to engage travelling customers. He commented: “The media site at Barcelona El Prat Airport offers a wealth of customer interaction opportunities that will excite travellers and leave them with a lasting memory of Carolina Herrera’s biggest fragrance launch this year.”
He added, “Through the AirParfum technology, we’re able to bring customers an improved olfactory experience at the point-of-sale, which is a great example of Puig’s commitment to innovation. We’re incredibly excited by the Bad Boy launch and are confident it will become a staple of the Carolina Herrera fragrance offer.”
As reported, Carolina Herrera Bad Boy is one of the brand’s most important fragrance launches for 2019. The new masculine fragrance was created by Quentin Bisch and Louise Turner. According to the brand, it is an aromatic oriental scent that “celebrates a new masculinity”.
The accompanying campaign stars British actor Ed Skrein wreaking havoc in a busy street – where he encounters Good Girl brand ambassador Karlie Kloss (see video below).
In collaboration with Globuy
As a lead partner of The Moodie Davitt Report, Puig’s story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.
Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers.
Going forward, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits will also be published by Globuy. These will include product reviews by the Globuy team.
Globuy will promote The Moodie Davitt Report’s platform to China’s travel retail sector and to the platform’s consumer audience in China. The Moodie Davitt Report will subsequently also publish a curated selection of Chinese consumer feedback on the chosen stories and also reveal the results of regular consumer surveys conducted in association with Globuy.
