PUIG exclusive prelaunch of PR Phantom truly omnichannel
Clearly upping its global launch game , PUIG has unveiled another impressive travel retail exclusive omnichannel campaign.
The pre-launch of the new Paco Rabanne men’s fragrance, Phantom, is high-profile and disruptive, and sure to get the attention of travelers around the globe.
Paco Rabanne used neuroscience and A.I. to select ingredients that stimulate sexiness, self-confidence and energy in this new fragrance, resulting in a bold scent with notes of creamy lavender, energizing lemon and sexy woody vanilla.
As important to the fragrance’s launch to Paco Rabanne is its sustainability, so Phantom is 100% vegan and uses clean, ethically- sourced ingredients.
The inclusive ad campaign portrays a cool retro-futuristic universe in which an intergalactic crew of hybrid creatures dance, celebrate, flirt and love freely to the campaign soundtrack You Make Me Feel (Mighty Real) by Sylvester, remixed by 2ManyDJs.
Puig VP Paco Rabanne Jerome Leloup said: “Paco Rabanne has been disrupting the fragrance industry with bold innovations ever since its first launch. Phantom is the brand’s most ground-breaking launch yet combining a never seen before campaign, an extremely creative and technological bottle and a modern aromatic juice, with the very long lasting signature the brand is known for. This new masculine fragrance will propel us into a new era.”
Puig VP Global Travel Retail Kaatje Noens commented: “The highly anticipated Phantom launch is deserving of a campaign that is equally as disruptive as the fragrance itself. We are incredibly excited to implement a highly ambitious omnichannel campaign in global travel retail that will leave travellers truly immersed in the Phantom universe. One of PUIG’s main strengths is our ability to build brands and travel retail is the ideal brand building platform. We are proud to be leading innovation and delivering amazing experiences that make travel retail shine as a shopping channel.”
Phantom will be exclusively available in global travel retail and pacorabanne.com in July, before rolling out to local markets.
More than 100 Phantom animations are taking place at key airports worldwide in July, with momentum continuing in August and September when further activations are implemented.
In Travel Retail Europe and Americas, PUIG is partnering with KOLs who will promote Phantom on TikTok and Instagram via travel-themed content. The KOL campaign is expected to reach 6 million travellers across major travel destinations throughout July, August and September.
Phantom is available in 50ml, 100ml and 150ml, complemented by a 200ml refill bottle.