July 15 2021  |  Fragrances, Cosmetics, Skincare & Haircare

PUIG exclusive prelaunch of PR Phantom truly omnichannel

By Wendy Morley

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.

The Phantom launch is being supported by PUIG’s most ambitious travel retail campaign to date, with large-scale omnichannel activities taking place in EMEA, Asia Pacific and the Americas. The first-of-a-kind campaign combines high visibility in some of the world’s busiest airports with prominent digital activations that incorporate social media, digital adverts and influencer campaigns – resulting in a takeover of the full traveler journey during the summer months

The Phantom launch is being supported by PUIG’s most ambitious travel retail campaign to date, with large-scale omnichannel activities taking place in EMEA, Asia Pacific and the Americas. The first-of-a-kind campaign combines high visibility in some of the world’s busiest airports with prominent digital activations that incorporate social media, digital adverts and influencer campaigns – resulting in a takeover of the full traveler journey during the summer months

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.

Never seen before in the fragrance world, Phantom’s robot-shaped flacon is the world’s first connected bottle. By placing their phone on top of the bottle, consumers have access to exclusive content including interactive filters, personalised playlists, augmented reality and interactive games

Never seen before in the fragrance world, Phantom’s robot-shaped flacon is the world’s first connected bottle. By placing their phone on top of the bottle, consumers have access to exclusive content including interactive filters, personalized playlists, augmented reality and interactive games

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.

The futuristic spaces immerse travellers in the Phantom universe through eye-catching decorations, promoters in silver jumpsuits, touchless fragrance discovery, personalization and a ‘dance with Phantom’ retailtainment game

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.”

For the first time ever in travel retail, PUIG has developed a 360° digital approach that will reach travelers at each touchpoint of their journey through social media, mobile display ads, augmented reality and influencer marketing. The ‘always-on’ approach will also maximise Phantom’s awareness beyond digital media, through retailers’ platforms, airport media screens and paid geotargeted social media campaigns with travel-themed content to reach passengers travelling to and from airports

For the first time ever in travel retail, PUIG has developed a 360° digital approach that will reach travelers at each touchpoint of their journey through social media, mobile display ads, augmented reality and influencer marketing. The ‘always-on’ approach will also maximize Phantom’s awareness beyond digital media, through retailers’ platforms, airport media screens and paid geotargeted social media campaigns with travel-themed content to reach passengers travelling to and from airports

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.

REGION Americas

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