- The new feminine fragrance will be available exclusively in travel retail for the month of July supported by omnichannel campaigns in the world’s top airports, highlighted by London Heathrow.
- Major media site at Terminal 2 delivers eye-catching, engaging immersion into the unique colourful feminine universe of Fame.
PUIG has partnered with Dufry and JCDecaux to deliver a spectacular activation at London Heathrow Terminal 2, in support of the global pre-launch of Paco Rabanne Fame. The first ever standalone grand feminine fragrance from Paco Rabanne this is the iconic brand as never seen before, brought to life at London Heathrow Terminal 2 in thrilling fashion.
A NEW BRAND ERA: INTRODUCING FAME
2022 is a breakthrough year for feminity. Today, Paco Rabanne’s iconic codes take on a fresh, glamorous new incarnation with a cutting-edge, sensual fragrance for today’s young, connected, ultra-creative urban woman, a precious, ultra-covetable bottle, and a stunning new ambassador – actor Elle Fanning.
The bottle itself is an ultra-desirable, daring piece of design - a quintessential expression of the brand’s avant-garde style, reprising some of Paco Rabanne’s most iconic codes, from the1969 bag to the ultramodern chainmail dress worn by so many iconic women.
The team that created FAME has assembled an exciting line-up of hero ingredients, some of which have never been used before in a fragrance. FAME represents a super-innovative composition, the first feminine incense of the market, an addictive neo chypre crafted in Grasse from precious, customized, sustainable ingredients - 90% of natural origin - obtained through cutting-edge technology.
EXCLUSIVE TRAVEL RETAIL PRE-LAUNCH
Drawing on a stellar track-record of groundbreaking Paco Rabanne fragrance launches in travel retail, an iconic location - London Heathrow, the busiest airport in Europe – provides a fitting stage to spearhead this latest innovation from the brand.
At a high-traffic media site in Terminal 2 an engaging and disruptive activation in Fame’s eye-catching pastel pink and green immerses shoppers in the Fame universe through a comprehensive retail journey.
The journey begins with promoters at the activation in eye-catching jumpsuits offering samples of Fame and attracting travellers into the promotional area where further exploration of the fragrance is welcomed. Blotters in the shape of Fame’s soon-to-be iconic bottle feature QR codes that redirect shoppers to a wealth of interactive content.
With the concept of Digital Retailtainment to the fore, the Fame activation features a colourful and hugely entertaining “Race in Paris” game, which takes shoppers on a thrill-ride through the streets of Paris, avoiding obstacles and collecting fashion accessories at daredevil speed on a large-scale interactive screen.
On-trend and ‘Instagrammable’, the activation also features a selfie station where travellers can take a picture with the robot Fame against a ‘Wall of Fame’ backdrop highlighting Paco Rabanne’s robots.
For shoppers making a purchase, a personalisation option provides an opportunity to create an even more memorable, personable and shareable experience. A ribbon printing machine allows shoppers to create a personalised bracelet featuring a message of their choice.
The activation will also be supported with a multi-location OOH display advertising campaign across London Heathrow, delivered in partnership with JCDecaux.
The global pre-launch of Fame in travel retail is a huge statement of belief in the engagement and excitement we can generate through this channel, particularly at an iconic location like London Heathrow. Working with our partners Dufry and JCDecaux we’ve delivered a launch activation which befits such a milestone launch for Paco Rabanne, drawing on our brand-building expertise to deliver something truly standout featuring our hallmarks of playfulness and impact.Kaatje Noens Vice President of Global Travel Retail
We’ve been eagerly awaiting the arrival of Fame and Puig has yet again created a ground-breaking and extremely creative launch for this latest fragrance. We are delighted to play our part in the implementation of this immersive and engaging omnichannel campaign in global travel retail, and are confident that it will be very well received by our customers.Antonin Carreau Global Beauty Category Director for Dufry
As passengers return to international travel once again as the summer holiday season gets underway, this unmissable brand activation at Heathrow will reach premium audiences in the mindset to experience PUIG’s Paco Rabanne Fame and brings the opportunity for passengers to purchase the new fragrance from the PUIG installation and at World Duty Free. This inspiring multi-layered campaign supports the global pre-launch of Fame and will enhance the passenger journey in Terminal 2 at Europe’s busiest airport, showcasing this iconic brand as never seen before.Arianne Riddell Sales Director, JCDecaux Airport
I am delighted to launch another quaternity – a four-way partnership between Heathrow, Puig, Dufry and JCDecaux UK – and bring this new experience for passengers to the heart of the Queen’s Terminal, Terminal 2. Having an exclusive product, in such an exciting and prominent installation is symbolic of the strong recovery we are seeing across the airport.Julie Donnelly Heathrow Airport Head of Category
