Carolina Herrera pays homage to authenticity with 212 Heroes, a masculine and vegan perfume, bottled inside a skateboard.
212 Heroes is an ode to youth as a state of mind.
This tribute to authenticity resonates in every detail: the ingredients, the avant-garde flacon rendered in a skateboard silhouette, the eclectic casting of ambassadors and the captivating campaign centered in New York.
The new Caroline Herrera 212 Heroes masculine fragrance will be available in global travel retail as of 1st June.
MODERNIZING TRADITION: A VEGAN FRUITY WOODY FOUGÈRE
To awaken our youngest senses, Fougères –the backbone of masculine perfumery– have been given a modern twist. The team of perfumers – formed by Domitille Michalon-Bertier, Juliette Karagueuzouglou and Carlos Benaim– has given this olfactive family a more optimistic, irreverent and luminous twist to create a new olfactive category that we could call Fruity Woody Fougère.
This new Olfactive family demonstrates the versatility of Fougères, a family with boundless possibilities. The young and eclectic character of 212 Heroes -infused with disparate accords that blend harmoniously– is an allegory of the new 212 Gang, a group of ambassadors with unique, different and multi-faceted personalities.
This masculine Eau de Toilette reveals its young and free personality at the top, where it opens with a luminous trio. The effervescent freshness of Pear Elixir and Ginger is heightened by an unlikely note:
Lemon Haze Cannabis. The top serves as a metaphor for youth as a state of mind. The heart is an ode to creativity. A unique accord (Geranium Oil Madagascar), specially tailored for Carolina Herrera, is combined with a quintessential ingredient in perfumery (Sage). The exuberant nuance of the innovative Geranium Oil Madagascar gives a new dimension to Sage’s aromatic character, which becomes brighter.
At the bottom, the perfume’s unique personality is conveyed by a carnal duo: Leather Accord and Musk.
The heroes in the formula are Pear and Geranium. Together they give a new freshness to Fougères, reinventing the classical masculine olfactory category. This unlikely couple has been specially designed for 212 Heroes. “Each variety has been carefully selected and distilled in order to carve a couture perfume”, reveals Juliette Karagueuzouglou. Geranium Oil behaves in a very different way: the natural nuance of this accord evokes the real flower instead of the synthetic note. “Traditionally, Geranium has a pungent and sharp aspect. The Geranium Oil Madagascar in 212 Heroes conjures the Rose and shows minty and sweet nuances that remind of Bourbon”, explains Carlos Benaim.
This accord has been tailored in partnership with the Botanical and Research Department of the Antananarivo University (Madagascar).
“The elegance of the Geranium Oil contrasts with the joyful freshness of the Pear Elixir. The latter adds a colorful touch to the mix”, describes Domitille Michalon-Bertier. This emblematic duo is responsible for the provoking energy in the final formula. Its fresh fruitiness is unforgettable. This feeling is reminiscent of alegría de vivir (joie de vivre), one of the most representative Carolina Herrera’s values. It is also a tribute to those who float through life with a carefree and passionate attitude.
The scent incorporates organic and vegan ingredients certified by Eve (Expertise Vegan Europe), one of the most rigorous and transparent organisms in the industry.
THE BOTTLE: A CHALLENGE IN THE SHAPE OF A SKATEBOARD
It is not the first time Carolina Herrera breaks the mold with a flacon. The iconic 212, launched in 1996, was composed of two bottles; so that you could carry one while leaving the other one at home. Other state-of-the-art releases that have seduced millions of consumers around the world include the Good Girl stiletto and the Bad Boy lightning flacons.
“Manufacturing a skateboard-shaped perfume was a challenge. Integrating the internal pressure system in such a precise silhouette is a delicate maneuver. It was also very demanding to achieve stability. ‘We spent three years developing the bottle. Hundreds of tests were needed”, details Carolina A. Herrera, creative director of Beauty. The result is a silver skateboard, available in two sizes (90ml) and (50 ml), the striking design could be used to decorate the house.
“Skaters transform obstacles into challenges. Their imagination paints a sea on the pavement. They reinvent the city and its surroundings. The new 212 Heroes campaign celebrates that festive spirit and turns New York into a gigantic playground”, describes Carolina A. Herrera.
The values of this artistic manifestation –a universe celebrated in cinema, music and comic– are necessary today. Friendship, curiosity, renovation and emotion are some of the attributes of this international movement which will make its debut as a sport at the Olympic Games of Tokyo 2021. It has also been the topic of ‘Learning to Skateboard in a Warzone (If You Are A Girl)´, which was awarded the Oscar for best documentary in 2020.
The obsession for skateboarding, especially for the longboard, is growing. On the contrary, it is gaining momentum. A long list of artists pay homage to this emblem in their videoclips, such as Justin Bieber, Ratking, Angel Olsen, Yall – their video ‘Together’ features Ko Hyo Joo, ambassador of 212 Heroes –. The renewed interest in skateboarding has recently produced pieces such as ‘Slam’, a musical adaptation of the Nick Horny novel with Tony Hawk as the main character and a soundtrack composed by the leader of Devo. Fashion brands launch collections inspired in this culture and rappers such as A$AP Rocky design sneakers based in skate shoes from 20 years ago. The ongoing fascination for this symbol of pop culture keeps spreading as the years go by.
[POST UPDATE – JULY 2021]
Puig breaks every mould with disruptive Carolina Herrera 212 Heroes launch in Travel Retail Americas
Puig Travel Retail Americas has launched an extensive omnichannel campaign covering the entire passenger journey, across 19 countries and 74 airport doors, to mark the launch of Carolina Herrera’s new masculine fragrance 212 Heroes. The ambitious campaign is running at major South and North American airports, including São Paulo-Guarulhos, Buenos Aires-Ezeiza, Mexico-Benito Juárez, Lima- Jorge Chávez, Cancun, New York-John F. Kennedy and Miami International throughout June and July.
An ode to youth as a state of mind
The playfulness of 212 Heroes is brought to life in striking in-store animations that encourage travellers to immerse themselves in the youthful world of the fragrance, against the backdrop of New York and skateboarding.
Rebelliousness and authenticity can be found in every detail of the animation, with highlights including contemporary fragrance discovery bars, mini skate ramps and gifts-with-purchase. Consumer engagement is heightened via a digital retailtainment game, accessed through a QR code, that invites travellers to enjoy a virtual ride through New York City’s streets while avoiding obstacles.
Sense of place elements also play a key role in the traveller’s fragrance experience. With every purchase, customers receive 212 Heroes stickers featuring landmarks from the city they are in, to customize their luggage or skateboard.
A captivating omnichannel campaign for the whole passenger journey
The 212 Heroes immersion is amplified through substantial social media activity across airports, inflight and on retailers’ platforms – reaching passengers at all touchpoints in their journey. In a first for Carolina Herrera, the 30-second 212 Heroes spot was shown on all CopaAirlines flights across the Americas throughout June. The advert included a call to action to try the fragrance in duty free stores.
At Cancun Airport, Latin America’s busiest airport for international passenger traffic so far in 2021 (YTD April), 212 Heroes is featuring in a media takeover in which the fragrance is promoted on 105 digital screens in two terminals. A similar campaign, which features a call to action to try 212 Heroes in duty free stores, is being executed at São Paulo-Guarulhos Terminal 3 and Ezeiza International Airport.
The 212 Heroes omnichannel campaign also encompasses paid geotargeted social media activity, with messaging specific to the airport city, as well as advertising on Dufry and Attenza Duty Free’s websites and social channels.
A fragrance that breaks every mould
212 Heroes is inspired by the free-loving, imaginitive spirit of skateboarders. The scent celebrates freedom and authenticity and inspires wearers to reconnect with their youth. A fruity, woody fougère, the fragrance incorporates organic and vegan ingredients certified by Eve (Expertise Vegan Europe). The scent is housed in a fun skateboard-shaped flacon.
Copyright The Duty Free Hunter 2020