AMERICAS. Puig is celebrating the success of an ambitious omnichannel campaign for the Carolina 212 Heroes For Her fragrance in Americas travel retail.
The takeover spanned 44 locations across 20 countries in the region.
The campaign offered an immersive 212 Heroes For Her experience that highlighted the USPs of the new Carolina Herrera fragrance pillar.
Airport locations featured from March to May included São Paulo Guarulhos, Ezeiza (Buenos Aires), Benito Juárez (Mexico), Jorge Chávez International (Lima), Cancun, Tocumen (Panama), New York John F. Kennedy and Miami.
The takeover engaged travellers at every point of their journey across various touchpoints. It leveraged digital channels, geo-targeted social media campaigns and digital media advertising geared towards travel bookers and those with the intention to travel.
Carolina Herrera 212 Heroes For Her also had a strong presence on various retailers’ ecommerce platforms, supported by a high-profile digital media campaign at key airports. A bespoke Sense of Place element was also tailored to specific airport locations.
In-store, the fragrance was brought to life with a creative 212 Metro Station concept. The animation featured fragrance bars, a fragrance profiling counter and engaging display screens which broadcast the 212 Heroes For Her fragrance film campaign.
Notable retailtainment elements included a physical Plinko game which let shoppers discover their favourite 212 fragrance and an augmented reality-powered digital game that took shoppers on a virtual skateboard ride through New York City.
The animation also featured several Instagrammable photo spaces so visitors could take photos and share on their social media.
An influencer campaign, featuring top KOLs from Argentina Brazil and Mexico, further amplified the campaign’s reach on social media.
“The Carolina Herrera brand has become synonymous with a sense of boldness and adventure, from iconic scents and ground-breaking bottles to standout campaigns — particularly in travel retail,” commented Puig Travel Retail Americas General Manager Felipe Grant.
“The bold storytelling and identity behind 212 Heroes For Her has fuelled a hugely engaging and immersive omnichannel launch campaign, spanning multiple touchpoints to build awareness and drive sales leveraging on the recovery of the channel. We are delighted to bring this universe to life in partnership with key retailers in a region where Carolina Herrera resonates so strongly.”
212 Heroes For Her
212 Heroes For Her is a major launch for Puig and represents a new feminine master band for Carolina Herrera.
The scent was formulated with 100% vegan, cruelty-free and sustainably-sourced ingredients. It opens with zesty citrus fruit top notes, white flower and Peony bloom heart notes, with Sandalwood and Cedarwood notes as its base.
The feminine fragrance is housed in Carolina Herrera’s signature skateboard-themed bottle in metallic rose gold. The bottle evokes a similar design to the skateboard bottle of the 212 Men Heroes, but with new proportions, materials and sizes. 212 Heroes For Her is available in 50ml and 80ml sizes to appeal to women as a fragrance on-the-go.
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