UK. Family-owned fragrance house Puig, Heathrow Airport, JCDecaux, World Duty Free (Dufry) have teamed up for a quaternity partnership celebrating Fame, the new feminine pillar from Paco Rabanne.
The Fame animation is located in Terminal 2’s high-profile main departures area.
Fame is the first-ever standalone feminine fragrance pillar from Paco Rabanne, underlining the brand’s strategy to adapt its portfolio to appeal to more female customers.
The Moodie Davitt Report Brands Editor & Digital Marketing Manager Hannah Tan-Gillies was on location for the official opening ceremony, where she met executives from Puig, Heathrow, Dufry, World Duty Free and JCDecaux.
Fame is launching as a travel retail-exclusive for the month of July before rolling out in domestic markets globally.
“The global pre-launch of Fame in travel retail is a huge statement of belief in the engagement and excitement we can generate through this channel, particularly at an iconic location like London Heathrow,” commented Puig Vice President of Global Travel Retail Kaatje Noens.
“Working with our partners Dufry and JCDecaux we’ve delivered a launch activation which befits such a milestone launch for Paco Rabanne, drawing on our brand-building expertise to deliver something truly standout featuring our hallmarks of playfulness and impact.”
Watch the YouTube link above to see video highlights from the official Fame opening ceremony on 5 July
A shining star: Fame takes centre stage at Heathrow Airport
The pop-up, revealed for the first time on 5 July, is striking, playful and interactive. The feminine Paco Rabanne robot is the star of the show – with a giant Fame fragrance bottle and star rotating on top of the animation.
Dressed in a pastel pink and green colour palette, the activation showcases both the Paco Rabanne Fame and Phantom fragrances through a variety of retailtainment elements.
The virtual reality ‘Race through Paris’ game, which as the name suggests takes players on a race through the streets of the French capital, is a standout feature. Other notable elements include a mini ‘Dance with the Phantom’ game, customisable ribbon printing and contactless fragrance discovery. A ‘Wall of Fame’ backdrop highlights Paco Rabanne’s robots and serves as the perfect photo opportunity for travellers at Heathrow.
Beauty ambassadors are dressed in pastel pink jumpsuits and offer samples of Fame to travellers in the main departures area. Blotters in the shape of the Fame bottle are distributed with QR codes that direct travellers to a wealth of interactive brand content.
“We’ve been eagerly awaiting the arrival of Fame and Puig has yet again created a ground-breaking and extremely creative launch for this latest fragrance,” commented Dufry Global Beauty Category Director Antonin Carreau.
“We are delighted to play our part in the implementation of this immersive and engaging omnichannel campaign in global travel retail and are confident that it will be very well received by our customers.”
Heathrow Airport Head of Category Julie Donnelly added, “I am delighted to launch another Quaternity – four-way – partnership between Heathrow, Puig, Dufry and JCDecaux UK and bring this new experience for passengers to the heart of the Queen’s Terminal, Terminal 2. Having an exclusive product in such an exciting and prominent installation is symbolic of the strong recovery we are seeing across the airport.”
Thanks to its partnership with JCDecaux, awareness for Fame and the animation begins even before passengers set foot in Terminal 2. Digital screens outside and throughout the Terminal drive brand awareness and traffic to the pop-up, while programmatic digital advertising build brand equity. The advertisements feature a strong call-to-action to visit the animation.
In addition, shoppers can personalise one of JCDecaux’s digital screens with their names and chosen messages.
JCDecaux Airport Sales Director Arianne Ridell commented, “As passengers return to international travel once again as the summer holiday season gets underway, this unmissable brand activation at Heathrow will reach premium audiences in the mindset to experience Puig’s Paco Rabanne Fame. It also brings the opportunity for passengers to purchase the new fragrance from the Puig installation and at World Duty Free.
“This inspiring multi-layered campaign supports the global pre-launch of Fame and will enhance the passenger journey in Terminal 2 at Europe’s busiest airport, showcasing this iconic brand as never seen before.”
A Star is Born
Fame is Paco Rabanne’s first-ever major female launch. It was inspired by the creative, rebellious and daring DNA of the fashion house. The woody, floral scent opens with sweet mango notes, blended with pure jasmine and creamy incense.
It has a vegan formula and is made with 90% natural origin ingredients. Fame was crafted using a special neo chypre ingredient obtained through new fragrance technology.
Four acclaimed perfumers came together to create this grand feminine: Dora Baghriche, Marie Salamagne, Alberto Morillas and Fabrice Pellegrin.
The Fame fragrance bottle reimagines the Paco Rabanne Phantom bottle in a feminine light foregoing silver for gold and dressing the playful flaçon in sunglasses and the signature Paco Rabanne chain mail dress.
