The Paris Charles de Gaulle pop-up is described as ‘an industrial, glamorous environment’ |
Puig is putting its full support behind Jean Paul Gaultier (JPG) fragrances, relaunching the brand in travel retail with a programme of ‘spectaculaire’ events throughout 2016.
As reported, JPG fragrances were reintegrated into the Puig portfolio of owned brands in January.
A journey from Paris to Barcelona – the homes of Jean Paul Gaultier and Puig – is the theme of the first activation. The multi-stage, immersive journey takes in events at Paris Charles de Gaulle and Barcelona-El Prat airports as well as onboard with Air France.
To showcase the JPG fragrance brand, ‘out-of-the-box retail theatre’ is backed up by sampling activity and innovative media support across the airports’ digital network.
Partnering with Cemusa/JCDecaux, Puig has rolled out a high-impact media programme which includes escalator and travellator wraps, arrivals panels and use of the airports’ digital screen network and video walls.
A 360° engagement campaign at Paris Charles de Gaulle Airport began on 7 April and focuses on the official new-look JPG advertising, which features models Daphne Groeneveld and Chris Bunn and is set is an imaginary JPG factory producing the iconic Classique and Le Mâle fragrances.
A 20sq m JPG Factory pop-up is located in the middle of the major concourse of the airport’s Terminal 2F. The industrial design of the ‘factory’ is brightened by a red velvet carpet which represents a link to the Jean Paul Gaultier Fashion House. Within the pop-up, a #bethebottle digital immersive experience allows passengers to explore the imaginary factory from the perspective of a bottle of Classique fragrance. This is supported by a #bethebottle video on jeanpaulgaultier.com and on all Jean Paul Gaultier social media platforms.
The journey continues into the skies with Air France. Puig has partnered with the airline to raise brand awareness and sales through boarding pass advertising, inflight magazine and video advertising alongside onboard sampling of Classique and Le Mâle.
Running simultaneously with the Paris activity, Barcelona El-Prat Airport Terminal 1 plays host to its own 360° engagement campaign. The key ‘retail-tainment’ installation is a 24sq m airside media site located in front of the main World Duty Free store.
As Puig continues to nurture the JPG fragrance brand it promises this is just the beginning: watch this space for more details of further ‘spectaculaire’ events.
Travellers can #bethebottle: Virtual reality goggles show the JPG factory from the perspective of a bottle of Classique fragrance |
A ‘JPG 360’ app has been created to bring the #bethebottle experience to the POS in-store |
The flagship media execution is a 4m, 3D hanging installation featuring Classique and Le Mâle bottles and their metallic can packaging |
Trained beauty advisors in customised uniforms invite passengers to sample the fragrances |
A high-impact airport media presence is designed to keep the JPG brand front-of-mind in both Paris and Barcelona |
As with Paris, the JPG fragrance pop-up in Barcelona-El Prat Airport Terminal 1 revolves around the JPG factory concept |
