Puig recently implemented its first global Chinese New Year activation for Prada fragrances. The activity underlined Puig’s commitment to applying its fragrance category development strategy with Asian consumers in travel retail.
The animation focused on the Prada Candy range and coincided with the launch of the new limited-edition Prada Candy Floral collector. The space featured a special Chinese New Year key visual and product sleeves, in red and gold, to commemorate the Year of the Dog. Puig also developed an exclusive Chinese New Year gift-with-purchase Prada pouch and sampling ritual for all Prada fragrances playing with lucky Hong Bao (red packets).
The activation was rolled out in key airport locations for Chinese passengers throughout the world and included the decoration of Prada permanent furniture.
Puig Global Travel Retail Vice President Antoine Lafourcade commented: “Our Chinese New Year campaign with Prada is an example of how Puig is working to deliver tailored and more relevant offers for travellers from different nationalities and cultural backgrounds.
“Seasonal gifting activities are a constant feature in airports worldwide, and with our focus on developing the fragrance category among Asian consumers, especially the Chinese. We are very pleased to take this first step during Chinese New Year and look forward to working with our retail partners on more of these initiatives in the future.”