Rabanne, in collaboration with Avolta, has inaugurated a new Maison Rabanne counter at São Paulo Guarulhos International Airport in the Terminal 3 arrivals store. The counter, which unveils the brand’s new name and image, also debuts Rabanne Makeup in the Americas.
The inauguration also honored Puig’s partnership with Avolta, underlining Rabanne’s commitment to redefining the luxury experience within the travel retail landscape, says the company.
As it announced in mid-2023, the Maison transitioned from Paco Rabanne to Rabanne, merging fashion and beauty under a new signature. The new brand is said to capture the Maison’s fusion of avant-garde legacy and contemporary edge, paying tribute to its founder’s pioneering vision.
Now, as it is about the celebrate its 60th anniversary, Rabanne continues its transformation with a landmark celebration at São Paulo Guarulhos International Airport, with immersive visuals and a dynamic installation.
The rebrand is accompanied by the debut of a new visual identity, featuring a minimalist, lowercase logo and a bold new “R” monogram. Inspired by the original Calandre fragrance of 1969, these brand codes signal a confident, modern chapter in Rabanne’s journey, uniting fashion and beauty as a singular, expressive lifestyle.
The launch of Rabanne Makeup is at the center of the brand’s new beauty vision. The collection features high-performance formulas and couture metallic finishes – presented in striking mirrored packaging — inspired by the brand’s fashion codes—most notably the iconic 1969 bag and signature XL link jewelry.
Rabanne Makeup is offered in four ranges: Eyephoria, Rouge Rabanne, Nudes, and Arts Factory.
As part of Rabanne’s strategic global expansion, Travel Retail Americas will feature five Maison Rabanne locations by the end of 2025, including stores in Bogotá, Mexico City, and Lima, as well as São Paulo, with more locations to be announced.
