Giorgio Armani promotion at Dubai boosts sales

Nicole Mezzasalma

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The Code of Seduction promotion ran for two weeks in March and lifted the company to the top three of the retailer’s best-selling brands

L’Oréal Luxury Products International has hailed the success of the Code of Seduction promotion of Giorgio Armani fragrances at Dubai International airport. The marketing initiative, which ran for two weeks in March, boosted sales of Armani Code for Women by 103%, while Armani Code for Men recorded a 47% rise in sales. About 175 items were sold per day, lifting Giorgio Armani fragrances to the retailer’s top three with a 61% increase in overall sales.

Customers who purchased two products from the Armani Code fragrance range were offered a deck of cards with the product’s signature ace of spades.