Puig has partnered with Dufry to execute a promotion for the launch of Paco Rabanne 1 Million and Lady Million Privé in the Schengen zone of Barcelona El Prat Airport T1.
The activation, which aimed to showcase the provocative allure of the Paco Rabanne Million heritage, featured a 3-metre tall golden safety door. The promotion enabled travellers to sample a number of fragrances from across the Million franchise and also featured gift-with-purchase offers such as miniatures, travel sprays and a Million 48hr bag.
The promotion, which leveraged Dufry’s ‘Contentainment’ Platform, showed the film from the Million campaign featuring models Hana Jirickova and Sean O’Pry as Bonnie and Clyde-style romantic partners in crime. Shoppers were invited to follow the Million Privé couple on a daring adventure and take part in the ‘Chase the Gold’ online game for a chance to win a real gold bar or a diamond.
Dufry UK, Northern, Central & Eastern Europe Marketing Director Sue Gosling said: “The design detail and overall installation were extremely impactful and helped drive increased footfall in our store. Puig always demonstrates real innovation and creativity and with this activity, they developed a truly experiential brand campaign, centred around the vast gold safe which was located in our store.”
Privé, French for ‘private’, launched in August and comprises a duo of line extensions to the Paco Rabanne Million fragrance range: 1 Million Privé and Lady Million Privé. Both were launched in travel retail locations across Europe in August and across the Middle East, the Americas and Asia Pacific in September.
1 Million Privé, created by perfumer Christophe Raynaud, includes the blood mandarin and cinnamon notes of the original Million with the addition of nargile tobacco and myrrh to the heart.
Lady Million Privé, created by Anne Flipo, features Heliotrope flower, vanilla and raspberry, which join Lady Million’s original notes of orange blossom and wood with a base layer of cocoa bean, honey and patchouli.
The Privé bottles, which keep the original gold bar and diamond shapes of the male and female versions respectively, now take on an amber tone and feature gold plates embossed with the word Privé. The amber-hued juice can be seen through the translucent rear of the bottles.
