ENGAGE
Puig goes for gold with Carolina Herrera’s Good Girl Glorious Gold takeover in Dubai Duty Free
In this month’s Engage – in which Sight Lines examines how the world’s most powerful brands are communicating their message through pan-airport campaigns – Hannah Tan-Gillies looks at how Puig brought the pre-launch of the Carolina Herrera Good Girl Glorious Gold Collector Edition to life at DXB.
Puig partnered with Dubai Duty Free for what it described as “a golden opportunity” to push consumer engagement in travel retail for the exclusive pre-launch of the Carolina Herrera Good Girl Glorious Gold Collector Edition fragrance.
The pre-launch was accompanied by experiential animation sites and a high-visibility multimedia campaign that ran across DXB’s (Dubai International Airport) three terminals. The company’s collaboration with Dubai Duty Free was also a sign of a deepening relationship between the two companies, who share a commitment to offering a “first-class” travel shopping experience.
“At Dubai Duty Free, we pride ourselves in offering our customers exclusive, world-first products and a first-class shopping experience,” said Dubai Duty Free Senior Vice President Purchasing Saba Tahir. “The eye-catching Carolina Herrera Good Girl Glorious Gold Collector Edition pre-launch activity perfectly exemplifies our mission.”
The Good Girl Glorious Gold pre-launch offered a winning combination of hard-to-miss visuals and interactive animation sites. The visuals were featured on 200 JCDecaux screens throughout high footfall areas and a further 70 digital screens across Dubai Duty Free’s expansive store network.
The pop-up animation sites featured a striking gold and black art deco design, and offered the new collector-edition fragrance, as well as Carolina Herrera’s Good Girl EDP and Good Girl Legère scents. Carolina Herrera beauty advisors wore exclusive Good Girl Glorious Gold uniforms that complemented the eye-catching design of the pop-ups.
To complete the shopping experience, travelling customers were also offered personalised gift-wrapping and exclusive gifts with purchase. These included a gold-coloured pouch, a branded tote, and Good Girl bath salts.
The Good Girl Glorious Gold collector edition fragrance is the fourth collector edition in the Good Girl range. The scent was designed by perfumer Louise Turner and offers notes of jasmine, sambac, tuberose, tonka bean, cocoa, and coffee. The packaging was inspired by the art deco movement and offers a glittering gold rendition of the Good Girl stiletto perfume bottle.
Sight Lines
Issue 3 | August 2019
Sight Lines is published by The Moodie Davitt Report (Moodie International Ltd) every month.
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