Puig Travel Retail Americas has partnered with Dufry for an extensive launch campaign for Carolina Herrera’s new masculine fragrance, Bad Boy, in Latin America.
The most high-profile activations to accompany the launch are taking place at Jorge Chávez International Airport in Lima, Peru and São Paulo-Guarulhos Airport in Brazil. The pop-ups are designed to encourage travellers to immerse themselves in the light and shade of the contemporary man’s personality through digital screens within the space and retailtainment activities.
At the Lima and São Paulo airports, customer interaction is encouraged through a lightning-shaped buzz wire game in honour of the fragrance’s branding and bottle. Customers can also take part in a digital game to find out if they are good or bad.
A touch screen at the pop-up can ignite lightning bolt visuals on both the screen and the activation’s digital flooring, while the advert for the fragrance featuring British actor Ed Skrein plays on digital screens.
Puig said the high-profile launch for the aromatic oriental scent underscored its ambition of making Carolina Herrera a leading brand in the region.
The fragrance, which comes in a lightning-shaped flacon that takes design elements from the Good Girl fragrance, has spicy top notes of bergamot and pepper and woody heart notes of sage and cedarwood.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Carolina Herrera’s will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
