In a region-first, L’Artisan Parfumeur is launching a fragrance exclusively for airport retailer Extime, marking an exciting milestone in the duo’s continued partnership. Starting April 1st, 2025, Minuit À Paris by L’Artisan Parfumeur will be available only at Paris Charles de Gaulle (CDG) and Paris Orly airports, offering an extraordinary product experience for travellers.

Minuit À Paris

This limited-edition eau de parfum encapsulates the bold, daring, and sensual energy of Paris. With a luxurious blend of vanilla-laced rum and pink pepper, Minuit À Paris embodies the city’s vibrant passion and electrifying spirit, making it a true tribute to the City of Light.

Designed to offer more than just a fragrance, this exclusive product is an experience. Available in a 100ml bottle, passengers at CDG and Orly will not only take home a unique scent but also immerse themselves in a personalized gifting journey. Expert boutique assistants will lead shoppers through the fragrance’s story, offering a deeper connection to the product and showcasing how it captures the essence of Paris itself.

 

The Minuit À Paris launch is enhanced by a comprehensive, 360-degree amplification strategy to drive engagement and maximize exposure. The digital campaign will be hosted on Extime’s retail website, utilizing CRM tools and email newsletters to create buzz and anticipation before travellers even set foot in the airport. Upon arrival, customers will be further immersed in the campaign through visual merchandising and boutique assistants who emphasize the exclusivity of the product.

This strategy is designed to tap into the concept of sense of place; the fragrance is intrinsically linked to Paris and will only be available at these two airports, strengthening its appeal as an unmissable, limited-edition experience. The campaign’s premium positioning will also be reinforced by visibility in high-traffic, high-visibility areas, including VIP lounges and a full takeover of the Puig boutique space in CDG T2F.

Kaatje Noens, Puig Executive Vice President Global Travel Retail, said “With Minuit À Paris, Puig is excited to bring a piece of Parisian allure to travellers, creating an unforgettable moment of luxury and discovery. This exclusive launch with Extime reflects our ongoing commitment to delivering exceptional products and immersive experiences that resonate with the modern traveller, elevating airport retail to new heights.”

Séverine Patureau, Extime Paris and Extime Duty Free Paris Chief Marketing Officer said: “Extime is the retail and hospitality brand of the Aéroports de Paris group. At Extime, we are committed every day to offering our passengers the ultimate Parisian shopping experience. We are particularly proud to have collaborated with L’Artisan Parfumeur and Mathilde Bijaoui on the creation of this exclusive fragrance. Minuit à Paris embodies our desire to innovate, while capturing the timeless elegance and magic of Paris, the city that never sleeps. It invites escape and travel, offering our customers a truly unique olfactory getaway. Through this creation, we really offer them the opportunity to take home a piece of the spirit of Paris.”