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Puig group has confirmed the success of Herrera Confidential’s exclusive unisex perfume range at Dubai International with a second pop-up store launched in a partnership with JCDecaux Dicon and Dubai Airports.
Contrary to their first experiential campaign launched in August 2015 in Concourse C and aiming to a more global target, PUIG is now able to reach exclusively an affluent niche of consumers at Dubai International’s busiest terminal. Located in Concourse B, the pop-up execution targets 100% of passengers who are using the Emirates’ First & Business Classes dedicated level as they enter the lounge. It’s also offering a very cozy and replicating the unique elegance and premium identity of the house of Herrera. Running 24h/7, the stand is handled by brand ambassadors and Dubai Duty Free beauty advisors who assist passengers willing to tryout or learn more about the mother and daughter collaboration of six luxury fragrances and four legendary oils.
Those willing to purchase these exceptional high-end creations were able to do so directly on site, giving an exclusive dimension to the campaign as it’s was the first time a product was able for sale out-of-the formal way/duty free territory. Around 20 bottles were sold during the Valentine’s Day. As a prelude to the campaign, a 1-month tactical campaign was booked on a strategically positioned digital network of 12 screens within the central atrium of the duty free and close to the point of sales an international audience among both departing and transit passengers.
 

Published in Dubai