AMERICAS. Puig recently launched the Jean Paul Gaultier Scandal Pour Homme fragrance with an extensive omnichannel campaign in Americas travel retail.
The line’s boxing-themed activations took over 69 doors in Americas travel retail from October to December 2021. These include Buenos Aires Ezeiza International, São Paulo Guarulhos International and Cancún International airports among others. The Americas campaign reached an estimated 2.7 million travellers according to the brand owner.
Puig said that sell-out and rankings for Jean Paul Gaultier increased significantly within the first few weeks of the Scandal Pour Homme campaign roll-out. Following the success of the Americas campaign and with initial sales results exceeding forecasts, the fragrance is set for its European travel retail debut in Q1 2022.
“Scandal Pour Homme has been effective in increasing Jean Paul Gaultier’s awareness in Travel Retail Americas and further underlines Puig’s mission to provide travellers with stand-out shopping experiences,” commented Puig Travel Retail Americas General Manager Felipe Grant.
“We are extremely encouraged by Scandal Pour Homme’s performance so far and initial results are far exceeding our expectations.”
The sensual, woody amber fragrance was created by Perfumers Quentin Bisch, Nathalie Cetto and Christophe Raynaud and features an atypical caramel note, blended with tonka bean, clary sage and vetiver.
The fragrance comes in a refillable clear flaçon with a wide top, which aims to evoke its ‘king of the ring’ theming. It is topped with a gold crown lid.
The playful Scandal Pour Homme campaign stars Dutch models Imaan Hammam and Parker Van Noord, who in the typical style of Jean Paul Gaultier campaigns, cause a scandal in a boxing ring.
A heavyweight campaign both online and offline
The campaign’s digital reach was amplified through high-profile digital media across airports and on travel retailers’ social channels. In addition, Puig boosted awareness for Scandal Pour Homme through playful physical pop-ups, engaging passengers across their airport journeys.
Noteworthy highlights of the impactful media takeover included digital screens at check-in, arrivals and baggage reclaim. It also featured geotargeted social media ads at Ezeiza, São Paulo Guarulhos and Cancún airports.
At Ezeiza International Airport in Buenos Aires and in Tocumen International Airport in Panama, the campaign was brought to life through multi-sensory pop-ups that featured an interactive boxing ring and punching bag game.
Jean Paul Gaultier beauty advisors were dressed in satin robes and gloves, inviting travellers to discover the edt via lockers containing key ingredients from the fragrance. The pop-ups offered scratch cards that encouraged passengers to purchase Jean Paul Gaultier fragrances at the airport’s duty free stores.
In a first for Jean Paul Gaultier in Americas travel retail, Puig has also partnered with top local KOLs in South America for a targeted social media campaign at São Paulo Guarulhos, Buenos Aires Ezeiza and Cancún airports. Throughout January, the KOLs will post travel-themed Instagram content with the aim of raising awareness for Scandal Pour Homme and driving traffic to duty free stores at the airports.
A paid ‘drive to store’ campaign builds further awareness and is now running at 14 different airports in North and South America. A digital media campaign, comprising dedicated brand pages, CRM activities and advertising is also running on Dufry and Motta’s websites to extend the campaign’s reach in the digital realm.
