Puig Chooses Heathrow for the Global Premier of Fame

PUIG has partnered with Dufry and JCDecaux to deliver a spectacular activation at London Heathrow Terminal 2, in support of the global pre-launch of Paco Rabanne Fame during the month of July.

With an eye-catching activation installed in the centre of the airside shopping area at Terminal 2 of London Heathrow Airport, Puig has given its first standalone grand feminine fragrance, Fame, a travel retail exclusive debut.

The activation featured engaging retailtainment elements that included a virtual reality game, personalization, and contactless fragrance discovery. The animation was supported by programmatic digital advertising and a high-profile digital screen media campaign to raise brand awareness and drive traffic to the pop-up.

On-trend and ‘Instagrammable’, the activation also featured a selfie station where travellers could take a picture with the Fame robot against a ‘Wall of Fame’ backdrop highlighting Paco Rabanne’s robots. Customers could also personalize their purchases, hence creating an even more memorable, personable and shareable experience.  

Iconic bottle… for an iconic-to-be fragrance

Fame is the first-ever standalone feminine fragrance pillar from Paco Rabanne, underlining the brand’s strategy to adapt its portfolio to appeal to more female customers – no other brand has three masculine fragrances in the top ten worldwide, including bestseller Paco Rabanne 1 Million.

The Fame fragrance is inspired by the creative, rebellious and daring DNA of the fashion house. The woody, floral scent opens with sweet mango notes, blended with pure jasmine and creamy incense.

Fame reimagines the Paco Rabanne Phantom bottle in a feminine light, foregoing silver for gold and dressing the playful flaçon in sunglasses and the signature Paco Rabanne chainmail dress. The striking bottle features an expression of the avant-garde styling which has defined the Paco Rabanne brand, from the 1969 bag, to the iconic chainmail dress.