Carolina Herrera tops fragrance sales at Abu Dhabi International after major promotion

Puig and DFS have reported a significant upturn in sales of the two latest Carolina Herrera fragrances at Abu Dhabi International as a result of a major promotional activation.

The event in Terminal 1 promoted the sampling of the Herrera Confidential and Good Girl fragrances, with Carolina Herrera rising to the top of the fragrance sales rankings at Abu Dhabi during the promotional period in August.

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“Good Girl has been the strongest launch since the beginning of the year in Abu Dhabi Airport,” said DFS Group VP of Cosmetics & Fragrances Christophe Marque.

“The stunning concept of this product gave DFS and Puig the opportunity to fully optimise the story behind this launch, and to make it really engaging for our customers. Puig has developed an impressive set-up in Terminal 1, which has created a strong disruption versus other brands. Thanks to Good Girl, Carolina Herrera was the number one fragrance brand for the month of August.”

Good Girl is described as an ultra-feminine fragrance for the woman of today and features what is claimed to be the first fragrance bottle in the shape of a high heel.

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The Herrera Confidential collection consists of six fragrances and four essential oils, to be used individually or to be mixed with each other to create a personalised fragrance.

The standalone space at Abu Dhabi was designed to combine and blend elements from both products’ visual identities. The Good Girl print campaign from renowned photographer Mario Testino, starring international supermodel Karlie Kloss, formed a major part of the space. A Good Girl Mirror feature also added to the storytelling elements.

The concept also takes elements from the recreation of the Herrera’s Manhattan Studio which featured in the Middle East exclusive launch of Herrera Confidential. Puig said it was in this studio where mother and daughter collaborated for the first time together, giving rise to Herrera Confidential.

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