SINGAPORE. Puig and The Shilla Duty Free are celebrating the worldwide exclusive launch of new Nina Ricci women’s fragrance Luna Blossom with a range of Chinese New Year activations at Changi Airport and via social media.
As reported, Luna Blossom was launched exclusively with Shilla Duty Free Singapore on 20 December for an initial global exclusivity until 22 January. It represents the first time that the fragrance house, owned by Puig, has created a modern fruity floral fragrance tailored for Asian consumers.
The Asian consumer is at the heart of Luna Blossom, embracing the concept, scent and advertising campaign models to the selection of a key Asian hub airport as the global exclusive launch venue. The bespoke Chinese New Year executions continue that focus.
Puig said that it is applying its signature ‘retailtainment’ activity to leverage the launch experience to recruit Asian consumers and ultimately drive growth in the Asia Pacific fragrance market.
Chinese catwalk models Xiao Wen Ju and Jing Wen are the new faces of the ‘Les Belles de Nina’ campaign, where Luna Blossom is featured alongside the long-established Nina fragrance.
Luna Blossom is featured in the extensive marketing campaign which features in-store activations at all three Changi terminals plus targeted online exposure. Shoppers are encouraged to have their picture taken against a ‘Les Belles de Nina’ backdrop while sampling Luna Blossom and Nina, and then take away instant polaroid photos in Nina Ricci branded sleeves. The campaign also features limited-edition Chinese New Year packaging, with Nina Ricci ‘Hong Bao’ (red envelopes) and shopping bags.
The campaign utilises both on-line and off-line platforms to raise consumer awareness. These include digital exposure through popular social media networks Instagram, Facebook, Weibo and WeChat with further exposure on The Shilla Duty Free officialwebsite and e-mail newsletter, designed to drive traffic to the Changi promotions.
On Shilla’s Weibo platform alone, launched on 20 December, the Luna Blossom campaign video has received over 1.2 million impressions to date.
The Shilla Duty Free Merchandising Director Chillie Por commented: “We’re thrilled to collaborate with Puig to make The Shilla Duty Free at Singapore Changi Airport the only place in the world where shoppers can buy Luna Blossom in the build-up to Chinese New Year.
“By bringing this new fantastic product to life with eye-catching displays across all terminals, combined with creative Chinese New Year adaptations, we continue to bring special and unique moments to our shoppers at Changi Airport and enhance the appeal of the fragrance category to Asian consumers.”
