Rabanne and its new fragrances Phantom Parfum and Fame Parfum are being introduced to travellers through a powerful activation programme at the world’s top airports during the peak summer travel period.
Puig’s strategic decision to implement the Rabanne rebrand in travel retail before domestic markets allows travellers to engage with the new branding and experience the fragrances through digitretailtainment and gifting elements showcased in the animations.
The rebrand is a major milestone which sees the fashion and fragrance house enter a new era under one unified image. Simplified and more international in spirit, the name change to Rabanne represents a pivotal moment for The Maison as it celebrates a decade of remarkable growth and looks forward to shaping a new future uniting fashion and beauty as a one unique signature and lifestyle.
Crystalising this now-unified image between fashion and fragrance is a high-impact new visual identity and logo which pay tribute to Monsieur Rabanne’s avant garde legacy and the brand’s trailblazing heritage. The bold new typography looks to The Maison’s archives, drawing inspiration from its first fragrance, Calandre, launched in 1969. With this new visual identity, the brand embraces a more refined signature, with the smooth silhouette of the “R” monogram signalling a confident modern minimalism as the brand enters a new chapter. Equally, the logo is written in small letters for a disruptive and rule breaking approach.
These new designs will appear gradually over the next 12 months, encapsulating The Maison’s status as a luxury global powerhouse. Featuring on all logos, campaigns, packaging and retail destinations, they will merge fashion and beauty under a singular approach that is characteristically creative, inclusive and innovative.
Fame Parfum and Phantom Parfum
Rabanne represents the future of the fragrance and fashion house; The world’s top airports are the first locations globally to showcase the new retail identity; Ambitious travel retail campaign includes over 150 animations in EMEA and the Americas.
Both Fame and Phantom Parfum were designed to align with Rabanne’s new corporate image. Both fragrance bottles feature The Maison’s new visual identity and are supported by campaigns that unite Rabanne’s fragrance and fashion arms in a sophisticated way.
An intense new expression of female sensuality, Fame Parfum is a powerful chypre woody floral with a Parisian twist. Fragrance notes include creamy incense, a jasmine trio and a mineral musk with a fruity pear feel and smooth ambrette undertones.
To capture the intensified sensuality of Fame Parfum, the classic Fame bottle has been updated to feature a glossy black dress.
Elle Fanning returns to encapsulate the spirit and irrepressible sensuality of the Fame Parfum woman.
Phantom returns in a more intense incarnation with a powerful new narrative to inspire the next generation. Phantom Parfum reveals the darker, more enigmatic facets of masculinity and features ingredients such as lavender, vanilla, vetiver and mineral musk.
Updated and redefined, the Phantom Parfum bottle maintains its iconic shape but the chest piece has evolved from chromatic silver to matte black.
In honor of this new incarnation, celebrated actor and musician Charlie Heaton of Stranger Things joins Rabanne as global brand ambassador.
Impact in EMEA and Americas
To mark the launch of the new Rabanne retail identity, over 150 striking activations are taking place in key airports in travel retail EMEA and travel retail Americas between July and October. The eye-catching animations unite Rabanne’s fashion and beauty pillars and feature engaging retailtainment elements to catch the eye of travellers.
Kaatje Noens, Puig Executive Vice President Global Travel Retail, said: “The fact that we have chosen global travel retail as the first channel in which to unveil Rabanne’s new brand identity speaks volumes about Puig’s belief in the potential of travel retail as a brand building platform, and demonstrates our commitment to leading innovation. The eye-catching animations in EMEA and the Americas perfectly encapsulate Rabanne’s new brand identity and offer an engaging way to explore the Rabanne fragrance universe, whilst highlighting our goal to deliver amazing experiences to travellers.”
As with the Phantom and Fame launches in 2021 and 2022, Puig is once again partnering with Dufry and London Heathrow to take over the activation space in Heathrow’s Terminal 2. The 85sq m animation space – complete with an exhibition of The Maison’s dresses – is running until December and marks the first time that the complete Rabanne brand expression is being presented in travel retail.
The media site at London Heathrow is accompanied by other striking animations across top EMEA airports in cities such as Paris, Frankfurt, Amsterdam, Madrid and Rome. Targeting the peak summer season, the activations bring to life the new Rabanne branding and fragrances through digitretailtainment and gifting elements. Once inside the animation spaces, travellers can discover Rabanne’s key fragrance pillars – Fame, Phantom, Million, Invictus and Olympéa – at the educational fragrance bar. Additionally, an immersive experience, inspired by the new Phantom Parfum TV spot, invites travellers to ‘play with Phantom Parfum’.
At the end of the Rabanne experience, travellers purchasing a bottle of either Phantom Parfum or Fame Parfum will have the opportunity to assemble – following the iconic method of Rabanne couture atelier – their very own personalised Phantom/Fame keyring.
In travel retail Americas, major activations are taking place from July to October at the region’s top airports with impactful activations planned at Peru’s Jorge Chávez International Airport, Panama’s Tocumen
International Airport, Rio de Janeiro-Antonio Carlos Jobim Galeão International Airport and Montréal-Pierre Elliott Trudeau International Airport to promote the new Rabanne identity and Fame/Phantom Parfum fragrances.
Digital amplification
Puig has developed a 360° digital approach that aims to reach travellers at each touchpoint of their journey through display advertising, paid social media, influencer marketing and advertising on retailers’ e-commerce sites.
The display ad campaign is running in July and August at 23 airports in EMEA and 11 airports in the Americas.
In Europe, throughout July and August, the digital and social campaign aims to achieve 29.6 million impressions through a combination of paid social, display advertising and partnerships with over 25 influencers.
In July, the digital campaign in the Americas – focused on Phantom Parfum only – targeted 26.3 million impressions through social and display ads.
A click & collect service for Fame and Phantom Parfum – available with all major travel retailers – completes the full omnichannel consumer journey.
