Jean Paul Gaultier’s newest scent comes alive with a captivating omnichannel campaign at Melbourne Airport.
The main activation space is located in the second busiest airport in Australia and marks the first Trinity partnership between Lotte Duty Free, Melbourne Airport and Puig. The animation is the brand’s first in travel retail Asia Pacific for many years and highlights Puig’s ambition to continue growing Jean Paul Gaultier’s presence in the region.
The Gaultier Divine campaign celebrates uniqueness and is an ode to the daring power and nature of women. It invites consumers to celebrate their freedom and themselves by identifying Gaultier Divine wearers as powerful, free, confident, and beautiful. The fragrance celebrates women for the living deities that they are, a message that is present throughout the powerful omnichannel campaign.
The activation at Melbourne Airport began on September 1st. Located in the departures hall, the Gaultier Divine pop-up engages with travellers at various stages of their journey to deliver a captivating brand experience.
Pre-trip exposure online sees the fragrance featured in Melbourne Airport’s Journey Magazine as one of the Top 5 picks from Laneway, Melbourne Airport’s click & collect service. Additional exposure is provided on Lotte Duty Free’s official Instagram account. During the trip, out of home campaign assets feature Yara Shahidi in all four terminals at Melbourne Airport, spotlighting the bold fragrance and star power associated with it.
Reflecting the divine nature of women, the pop-up is designed with bold gold elements, creating an ethereal look and feel. Gold columns nod to the celebration of women as living deities and create a strong focal point for passersby to stop and engage with the brand. Additionally, a 2D cut out of the campaign slogan – ‘I am a woman, what’s more divine?’ – adds an interactive element, inviting travellers to discover Gaultier Divine.
Kaatje Noens, Puig Executive VP Global Travel Retail, said: “The strategic presence of Gaultier Divine at one of Australia’s busiest airports exemplifies Puig’s goal to enhance and advance our prestige fragrance portfolio in the region. Together with our industry partners, we push the boundaries of experiential campaigns to deliver innovative and engaging activations that celebrate human qualities whilst creating strong brand connections.”
Sean Lee, Lotte Duty Free Chief Commercial Officer, commented: “We are thrilled to announce the first Trinity partnership between Lotte Duty Free, Puig and Melbourne Airport through the dynamic Gaultier Divine pop-up. This partnership is testament to our commitment to enhance the travel retail offering by bringing a top launch to Australia’s second busiest airport.”
Gaultier Divine
Since 1976, Jean Paul Gaultier’s passion has been dressing and undressing women, celebrating their
uniqueness through diversity. 30 years after releasing the Maison’s first fragrance – Classique, Jean Paul Gaultier draws on the quintessence of its heritage to create a new fragrance that celebrates a new version of femininity: plural, sensual, free, and divinely feminine. Marking a new feminine chapter for the brand, Gaultier Divine celebrates women who free themselves from the clichés of gender and embrace their uniqueness.
Created by Quentin Bisch, Gaultier Divine is a floral gourmand Eau de Parfum. The scent includes a floral accord with lily flower, contrasted with an addictive salty note and a gourmand accord with delightful meringue.The juice is formulated with over 90% natural origin responsibly sourced ingredients and is vegan- and cruelty-free.
The refillable corset bottle is conical and already iconic, nodding to the bold reinterpretation of Jean Paul Gaultier’s couture creation, a symbol of feminine liberation. Far more than an intimate piece of lingerie, its golden silhouette with its generous curves defies, dictates and honours the female body in all its diversity.
Actress, model, activist, social justice advocate and feminist Yara Shahidi is the face of the fragrance and stars in an ad campaign alongside Lola Rodriquez, Thando Hopa, Tess McMillan, Janet Jumbo and Ana Elisa de Brito.
