Puig Travel Retail Americas has launched the latest masculine scent from Jean Paul Gaultier, Scandal Pour Homme, across 69 travel retail doors in the region with an impactful omni-channel campaign that brought to life the boxing theme of the fragrance.
Scandal Pour Homme was introduced to Travel Retail Americas at the end of 2021 ahead of launching in Travel Retail Europe in Q1 2022. The fragrance has so far delivered a strong performance, with initial sales results exceeding forecasts.
Scandal Pour Homme activations took place in October, November and December at 69 doors including São Paulo-Guarulhos, Buenos Aires-Ezeiza and Cancun airports, reaching an estimated 2.7 million travelers.
Within the first few weeks of the animations launching, Puig noted a significant increase in the sell-out and ranking of Jean Paul Gaultier.
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 travelers 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.”
The ‘king of the ring’
Scandal Pour Homme, an energizing and addictive eau de toilette, 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.
It was created by Quentin Bisch, Nathalie Cetto and Christophe Raynaud.
The juice is housed in a refillable clear flacon with a wide top, representing the broad shoulders of the ‘king of the ring’, and is topped with a screwable gold crown lid.
The Scandal Pour Homme ad campaign depicts models Imaan Hammam and Parker Van Noord causing a scandal in the boxing ring in front of a cheering crowd.
Heavyweight campaign reaching travelers at all key touchpoints
Awareness of Scandal Pour Homme was amplified through substantial social and digital media activity across airports and on retailers’ platforms as well as engaging physical instal-lations – reaching passengers at all touchpoints in their journey.
Impactful media takeovers encompassing digital screens at check-in, departures, arrivals and baggage reclaim as well as geotargeted social media content ran at Ezeiza, São Paulo-Guarulhos and Cancun airports, ensuring maximum visibility across the passenger journey.
At Ezeiza and Tocumen international airports, the Scandal Pour Homme boxing theme was brought to life in multisensory media sites featuring a boxing ring and punch bag. Beauty advisors dressed in satin boxing robes and gloves around their neck invited travelers to smell the perfume via lockers that contained ingredients from the fragrance.
The brand achieved further engagement via scratch cards that encouraged travelers to purchase Jean Paul Gaultier fragrances in the nearest duty free store.
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 travelers 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.
Further awareness of Scandal Pour Homme is 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.