Puig has partnered with retailer DFS Group on a large-scale, month-long activation for its Carolina Herrera brand at Abu Dhabi International Airport.
At Terminal 1 throughout November, travellers could pay a visit to the ‘Hotel Carolina’, an interactive space inspired by the “service, ambiance and indulgence” of a 5-star luxury hotel.
Puig explained that November was chosen both as a key gifting period and to coincide with the Abu Dhabi 2018 Formula 1 Grand Prix. The latter brings additional high net worth passenger traffic through the airport.
Visitors to Hotel Carolina were greeted by brand ambassadors in hotel concierge uniforms and treated as guests.
In a designated area, a fragrance consultation combined an iPad ‘fragrance finder’ and the advice of brand representatives, guiding customers to the “ideal fragrance, whether for self-purchase or gifting”. The chosen scents could then be sampled before purchase.
Next, said Puig, the retailtainment element was “heightened” as guests took part in a game where prizes could be won by opening the correct ‘hotel room door’. Prizes included Carolina Herrera perfume miniatures; ancillaries; small gifts; customisable branded luggage tags; and a Hotel Carolina-themed decorative ornament customised with initials.
On purchase, a “wrapping ceremony” placed products in signature Carolina Herrera red boxes filled with silk paper. A scented ceramic keepsake was included and the box finished with a ribbon and bow.
“I think I would rather give presents than receive them. I love choosing the paper, the ribbon, and personalising each gift” – Carolina Herrera de Baez, Creative Director of Carolina Herrera Fragrances.
DFS Senior Vice President Beauty and Fragrance Christophe Marque said: “DFS was pleased to partner with Puig again to host this excellent animation at Abu Dhabi International Airport.
“The creativity and excitement of Hotel Carolina attracted travellers and inspired them to find new gifting ideas.”
