Safilo has partnered with global duty free giant Dufry to launch new Polaroid sunglasses exclusively in some of the travel retailer’s key locations worldwide.
The aviator-shaped eyewear features innovative enamel-coloured lens rims in a Dufry-exclusive colour. The SKUs launched earlier this year in major airports in Latin America, including Buenos Aires, Montevideo, Mexico City, Cancún, Bogotá, Rio de Janeiro and São Paulo.
European promotions started in Lisbon in March, with other projects running from April until September in key airport locations, including Barcelona, Athens, London and Milan.
The project is part of Polaroid’s ‘See Beyond’ campaign and is supported by dedicated trade marketing assets including visuals, video, GWP offers, staff incentives and sales staff.
To encourage product and digital engagement, Safilo has developed a Magic Mirror activation for the largest locations, which encourages consumers to ‘see beyond’ through Polaroid’s polarised lenses.
Safilo Global Travel Retail Director Alessandro Marinelli said: “Polaroid represents a fast-growing brand in the global travel retail channel, with a large product offer that fits all consumers.
“We are glad to have implemented this strong collaboration with Dufry, having the opportunity to focus in key locations and months in each region, fully reflecting the different seasonality of sell-out.”
Dufry Global Category Manager Sunglasses Silvia Morris added: “We are very excited to partner with Safilo on this global Polaroid travel retail-exclusive project. Polaroid is one of our key pillar brands with the largest global distribution within our network that brings a colourful and interactive consumer engagement animations into our stores.”
