December 13 2019  |  Airlines & Airports

It’s good to be bad: Carolina Herrera unleashes its rebellious side with Bad Boy launch in Latin America

By Jas Ryat


Carolina Herrera promotes its new masculine fragrance, Bad Boy, during an an activation at São Paulo-Guarulhos Airport

Puig Travel Retail Americas has partnered with Dufry to execute an extensive launch campaign for Carolina Herrera’s new masculine fragrance, Bad Boy. The two-month launch promotion, which includes a mega event at Lima’s Jorge Chávez International and activations at other airports in Latin America underscores Puig’s mission to strengthen Carolina Herrera’s leadership position in the region.

So far, more than 80 Bad Boy animations in 294 doors across travel retail Americas have been implemented. Participating airports include Aeropuerto Internacional Benito Juárez in Mexico, Ezeiza International in Buenos Aires, Tocumen International in Panama, São Paulo-Guarulhos in Brazil and Santiago International Airport in Chile. The activations encourage travellers to immerse themselves in the light and shade of the contemporary man’s personality throughdigital screens within the space, while retailtainment activities present the brand’s new oriental aromatic fragrance to consumers.

Jorge Chávez International and São Paulo-Guarulhos International are home to some of the most impactful Bad Boy activations to date. Here, customer interaction is a key focus through engaging retailtainment activities such as a lightning-shaped buzz wire game and innovative lighting technology.

The animations invite travelers to wake up their “inner Bad Boy” via a digital touch-screen feature, which ignites lightning bolt visuals on both the screen and flooring. Passengers can also play a digital game to find out if they are good or bad. To further immerse themselves in the Bad Boy universe via digital screens in the interior space, passers-by can note advertising ft. British actor Ed Skrein, who can be seen wreaking havoc in a busy street.

Bad Boy, created by Quentin Bisch and Louise Turner, is an aromatic oriental scent that celebrates a new masculinity. The fragrance offers spicy top notes of bergamot and pepper, woody heart notes of sage and cedar wood, balanced by gourmand base notes of tonka bean and cocoa. Bad Boy’s lightning-shaped flacon in midnight blue takes key design elements from the Good Girl stiletto bottle.

Brand News

January 22 2020

PRGTR launches a cross-category…

​In celebration of Chinese New Year, Pernod Ricard Global Travel Retail is set to launch a cross-category activation

By Jas Ryat

January 22 2020

Oliva Cigars officially opens the…

​Following a three-year project, which began in November 2016, the opening of the new facility in Esteli is designed to increase…

By Hibah Noor

January 22 2020

Balmoral Dominican unveils its…

With the release of Year of the Rat limited editions of its Balmoral Collection 12’s and Balmoral Private Collection 25’s…

By Jas Ryat

January 22 2020

NITR presents disruptive KITKAT…

​In partnership with Lagardère Travel Retail, Nestlé International Travel Retail has unveiled an eye-catching Chinese New…

By Jas Ryat

January 21 2020

Mars Wrigley ITR plans disruptive…

​Mars Wrigley International Travel Retail (MITR) will create & execute a Chinese New Year celebration…

By Laura Shirk

January 21 2020

Molton Brown offers elevated gifting…

​Molton Brown, the iconic British fragrance house, has unveiled a series of luxury, traditional and exclusive gifting activations…

By Jas Ryat

January 17 2020

Tito’s Handmade Vodka is now available…

​Travelers on Air Astana, the national flag carrier of the Republic of Kazakhstan, can now bring a taste of Texas to their…

By Jas Ryat

January 15 2020

Nuwave Channel Partners secures…

​Nuwave Channel Partners, suppliers of stylish and innovative technology, gadgets and accessories to the travel retail market…

By Hibah Noor

January 15 2020

TOUS celebrates Valentine’s Day…

​TOUS, the Spanish jewelry & accessories brand and leader in the affordable luxury sector, has introduced new pieces to its…

By Jas Ryat

Copyright 2020 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap