Polo Red Extreme, the latest fragrance for men from Ralph Lauren, is a powerful, masculine scent that launched in April in Travel Retail Americas. An oriental gourmand fragrance, embodied by the American model Kenneth Guidroz Jr., it is a blend of vibrant blood orange, black coffee essence, and supercharged ebony wood.
The company says that it targets the “thrill-seeker who pushes limits to the edge and thrives on extreme sensations.”
The Polo Red Extreme event in Ezeiza Airport, which took place from May 15-30, 2017, captured this “extreme” at the point of sale with an experiential podium that invited passengers to participate in a Virtual Reality activation. There, passengers were fully immersed in a virtual skydiving experience to feel the adrenaline of Polo Red Extreme.
During 2:40 minutes including 60 seconds of countdown, the passengers got a shot of adrenaline in a high speed wingsuit flight through alpine mountains pushing the limits to the extreme.
L’Oreal says that the animation perfectly embodies the essence of the launch: Extreme power, extreme adventure and extreme sensations.
L’Oreal reports that the Polo Red Extrême event in Argentina was a great success, and is a new illustration of retailtainment which allows travelers to live a one-of a kind experience.