EUROPE. Lagardère Travel Retail has employed a wide-reaching activation programme across Europe to promote the new Kenzo World fragrance.
A high-profile campaign runs at Aelia Duty Free stores in eight airports: Rome Fiumicino, Luton, Belfast, London City, Prague, Warsaw, Zagreb and Geneva.
For three weeks, the campaign invites travellers to experience the vision that Kenzo’s artistic directors Carol Lim and Humberto Leon have instilled into their first fragrance.
Kenzo entrusted the olfactory creation of its new fragrance to perfumer Francis Kurkdjian. Notes include peony, red berry facets, Egyptian jasmine and ambroxan.
The bottle features black rubber, pink gold and opaline, inspired by the mix-and-match style of Kenzo’s fashion.
”For us, the Kenzo woman is relatable. She’s inspirational yet understandable. She’s doing things, right? She’s got things happening in her life. She’s going to school or she’s dating. She’s an activist. She’s a doer. What we wanted to convey was that yes, she possesses this extra layer. We also want her to be someone you attain to be, like the best version of yourself,” said Lim.
The campaign for the fragrance features Margaret Qualley dancing in a flamboyant green dress created by Lim and Leon.
