To celebrate the travel retail exclusive pre-launch of the Paco Rabanne Phantom fragrance, Puig has launched a spectacular and ambitious omnichannel campaign, which embraces over 100 Phantom pop-ups and omnichannel activities in EMEA, Asia Pacific and Americas travel retail.
Phantom, which was pre-launched in global travel retail on 1 July, will be rolled out in domestic markets from August. It is also available on pacorabanne.com.
The ground-breaking fragrance has been described as a ‘futuristic aromatic’ scent and combines new technologies with luxury perfumery craftsmanship to set new boundaries in the world of fragrance.
Puig’s most ambitious travel retail campaign to date
Puig has launched over 100 Phantom animations at key airports worldwide this July, with further activations planned for August and September. The futuristic animation spaces immerse travellers in the Phantom universe through eye-catching pop-up design, sci-fi-inspired brand ambassadors, touchless fragrance discovery and a ‘Dance with Phantom’ retailtainment game.
The disruptive campaign was developed with a 360° digital approach that aims to engage with travellers at every point of their journey. The campaign boasts an ‘always-on’ strategy and has been deployed on social media, mobile display ads and on retailer’s own digital platforms.
It also leverages geo-targeted paid ads, travel-themed content, augmented reality and influencer marketing to maximise Phantom’s awareness beyond the airport environment.
In travel retail Europe and Americas, Puig has partnered with leading KOLs to promote the Phantom fragrance on TikTok and Instagram through travel-themed content.
The KOL campaign is expected to reach six million travellers across major tourist destinations from July to September.
Puig has also launched a click & collect service, available with all major retailers, to complete the omnichannel consumer journey.
Commenting on the far-reaching Phantom campaign, Puig Vice President Global Travel Retail Kaatje Noens said: “The highly anticipated Phantom launch is deserving of a campaign that is equally as disruptive as the fragrance itself. We are incredibly excited to implement a highly ambitious omnichannel campaign in global travel retail that will leave travellers truly immersed in the Phantom universe.
“One of Puig’s main strengths is our ability to build brands and travel retail is the ideal brand building platform. We are proud to be leading innovation and delivering amazing experiences that make travel retail shine as a shopping channel.”
Breaking boundaries in the world of fragrance
As reported, Phantom was developed using ‘Augmented Creativity’ technology, a cutting-edge process that leverages A.I. to enhance human inspiration.
The scent opens with energising lemon top notes, creamy lavender, patchouli and vetiver heart notes and closes with wood vanilla and base notes.
Phantom features Paco Rabanne’s first-ever connected fragrance bottle with contactless chip. Users can simply tap their phones on the robot-shaped bottle to take it off.
They can also use their mobiles to discover the Phantom universe and explore exclusive Paco Rabanne content, download interactive filters, personalised playlists, augmented reality games and so much more.
Phantom is available in 100ml and 150 formats and comes in a 200ml refill bottle.
Puig Vice President Paco Rabanne Jerome Leloup said: “Paco Rabanne has been disrupting the fragrance industry with bold innovations ever since its first launch. Phantom is the brand’s most ground-breaking launch yet combining a never seen before campaign, an extremely creative and technological bottle and a modern aromatic juice, with the very long lasting signature the brand is known for. This new masculine fragrance will propel us into a new era.”
All the ingredients for Phantom were ethically and sustainably-sourced. To produce Phantom, Paco Rabanne collaborated with IFF-LMR Nationals, a pioneering natural company dedicated to delivering 100% premium natural extracts with total transparency.
The sci-fi-inspired Phantom campaign film was shot by award-winning director Antoine Bardou Jacquet and stars Slovakian model David Trulik and Russian Model Kris Grikaite on a chance alien encounter in another planet.
It also features an intergalactic crew, all wearing the latest collection from Paco Rabanne Creative Director Julien Dossena.
