Puig has partnered with DFS Group to deliver a multi-channel activation for Carolina Herrera at John F. Kennedy (JFK) International Airport.
The promotion, running from 1 December to 15 February, highlights the exclusive travel retail launch of Herrera Confidential in the Americas and the recently launched Carolina Herrera Good Girl.
The focal point of the animation is a 28sq m pop-up-shop in Terminal 4 – the first-ever Carolina Herrera pop-up in the Americas travel retail. The activation, which combines elements from both fragrances’ contrasting visual identities, features the Good Girl print campaign from photographer Mario Testino, starring supermodel Karlie Kloss.
Shopper engagement is encouraged through sampling and an interactive retailtainment element which aims to discover Good Girl’s fragrance notes. Shoppers can also be taken through the unique layering process of Herrera Confidential, where the six fragrances and four essential oils can be blended to create personalised fragrances.
To drive additional footfall to the pop-up-shop, Puig has partnered with JFK Wi-Fi provider Boingo to deliver a ‘Wi-Fi Takeover’ mechanic. Throughout January, travellers at JFK will be offered 30 minutes of free Wi-Fi access in return for engaging with Good Girl digital content. The multiscreen comprises a splash page, 30-second video featuring Karlie Kloss, and a call-to-action promoting the pop-up shop.
Good Girl, described as “the boldest, most provocative fragrance statement from Carolina Herrera to date”, has a campaign hashtag #ITS SO GOOD TO BE BAD. The fragrance’s packaging is a luminous, midnight blue ultra-high stiletto and gold heel, said to reflect its provocative concept.
https://www.youtube.com/watch?v=-r8kLlRLlXI
[Supermodel Karlie Kloss in Good Girl’s ad campaign]
The Herrera Confidential collection is said to challenge both contemporary and traditional values. It comprises six fragrances and four essential oils, to be used individually or to be mixed with each other to create a personalised fragrance.
