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WDF and Puig launch Paco Rabanne retail conceptWDF and Puig launch Paco Rabanne retail concept
Andrew Pentol
1-Dec-2008
The promotion celebrating the launch of men’s fragrance Paco Rabanne 1 Million features a giant safe filled with gold ingots and 42in plasma TV screens to encourage audience participation
World Duty Free (WDF) and Puig Travel Retail have introduced a new retail promotion to celebrate the success of new men’s fragrance Paco Rabanne 1 Million at London Heathrow airport terminal three.
The promotion, which was unveiled at a press conference in T3 on November 28, is located in WDF’s fragrances and cosmetics department and features a giant safe filled with gold ingots resembling the Paco Rabanne 1 Million bottle. Two 42in plasma TV screens have also been installed to encourage audience participation.
WDF and Alpha Retail CEO Mark Riches said: “We are proud to share this in-store experience with Puig Beauty and Fashion and we believe the launch will add a little luxury to our customers’ journeys. We are continually working with our business partners to offer new and exciting products and experiences to remain innovative in the travel-retail market.”
Puig Travel Retail general manager Patrick Bouchard added: “WDF and Puig Beauty and Fashion are aligned in their strategy to enhance the shopping experience for customers and to draw them into a unique retail environment exceeding all expectations. Paco Rabanne’s 1 Million gave us the perfect platform from which to launch such an initiative and it is testament to how a partnership approach for retailing benefits suppliers, retailers and the end consumer. We are delighted with its success and with the theatre created with WDF, and we will endeavour to keep moving progressively on raising the bar in travel-retail.”
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