Welcome onboard: The Gaultier Airlines concepts marries the worlds of fragrance and flight.

Spanish beauty-to-fashion house Puig has partnered with Phoenicia Aer Rianta Company (PAC) to launch a Jean Paul Gaultier travel retail-exclusive activation at Beirut-Rafic Hariri International Airport, Lebanon.

The ‘Gaultier Airlines’ concept, which runs from 1 October to 30 November, features an animation for two new Gaultier Limited Edition fragrances – Classique Eau Fraîche for women and Le Mâle Eau Fraîche for men – with an exclusive aviation-themed design

These limited editions were launched in travel retail earlier this year and have been supported by a global airport activation campaign.

“Through this animation, Jean Paul Gaultier really reasserts his aim to play big in travel retail.” – Jean Paul Gaultier General Manager Thomas James

The retailtainment-focused animation features a plane seat where travellers can play an iPad game for a chance to win prizes. Shoppers are greeted by brand representatives dressed in vintage pilot and flight attendant uniforms.

The aviation theme is extended to boarding pass fragrance blotters and a special inflight-style magazine, which both encourage travellers to explore the Jean Paul Gaultier fragrance range.

Shoppers purchasing any Gaultier Airlines fragrances receive a travel-themed gift-with-purchase, including a Gaultier Airlines branded neck pillow and travel-size perfume atomisers.

A boarding pass with a difference: This one is a fragrance blotter, which, accompanied by an inflight-style magazine, is designed to encourage travellers to explore the fragrance range.

Pilot scheme: Tailoring the range to the travel environment.

Jean Paul Gaultier General Manager Thomas James commented: “The spirit of Jean Paul Gaultier is to bring a fresh and new experience to the customer at every touch point, through our products, communication and retail. With Gaultier Airlines we wanted to treat the travel retail distribution differently with a unique concept.

“Travel retail allows brands to express their identity with a lot of space and freedom, so we had the opportunity to push the storytelling further and propose a global 360°experience: products, retail, digital, retailtainment all centred around the theme of Gaultier Airlines – at the boarding gate in 2017 and literally inside the plane this year. Through this animation, Jean Paul Gaultier really reasserts his aim to play big in travel retail.”

“Fasten your seatbelt, your olfactory senses are ready for take-off.”