Puig TR Americas debuts Jean Paul Gaultier ‘Scandal’
Puig Travel Retail Americas has launched Jean Paul Gaultier ‘Scandal Pour Homme’ in the region with a boxing themed omnichannel campaign that began in Q4 2021 before launching in TR Europe in Q1 2022. So far, initial sales have been strong, exceeding forecasts.
Sixty-nine locations welcomed Scandal Pour Homme activations including São Paulo-Guarulhos, Buenos Aires-Ezeiza and Cancun airports, reaching an estimated 2.7 million travellers. During these activations Puig noted a significant increase in the sell-out and ranking of Jean Paul Gaultier.
Scandal Pour Homme, created by Quentin Bisch, Nathalie Cetto and Christophe Raynaud, is a sensual, woody amber fragrance featuring an atypical caramel note that forms a harmonious accord with tonka bean, blending with clary sage and vetiver. The clear flacon with a wide top represents the broad shoulders of the “king of the ring” and is topped with a screwable gold crown lid.
In a first for Jean Paul Gaultier in Travel Retail Americas, Puig is partnering with several local influencers in South America for a campaign that targets travellers departing from São Paulo-Guarulhos, Buenos Aires-Ezeiza and Cancun airports. Throughout January, influencers will post attractive travel-themed content on Instagram to maximize brand awareness and drive traffic to duty free stores
Scandal Pour Homme awareness is also being generated via a paid ‘drive to store’ social media campaign at 14 North and South American airports, and a digital media campaign comprising dedicated brand pages, CRM activities and advertising on Dufry and Motta’s websites.
Felipe Grant, Puig Travel Retail Americas General Manager, commented: “Scandal Pour Homme has been effective in increasing Jean Paul Gaultier’s awareness in Travel Retail Americas and further underlines Puig’s mission to provide travellers with stand-out shopping experiences. We are extremely encouraged by Scandal Pour Homme’s performance so far and initial results are far exceeding our expectations.”