Rabanne is marking the launch of its new feminine fragrance Million Gold For Her Parfum with a glittering two-month omnichannel takeover campaign at Sydney International Airport.
The 360-degree online to offline campaign captivates travellers at several different touchpoints in the airport journey with fun retailtainment elements and digital initiatives. The epicentre of the campaign is the eye-catching 24sqm pop-up space in Terminal 1 Departures. Clad in gold and featuring a fashion display, the pop-up encapsulates the juice’s party vibe and presents Rabanne’s signature 1969 bags for the first time at Sydney Airport.
Travellers are invited to get in the groove at the Million Gold For Her night club photobooth where they can strike a pose to create a souvenir. The party continues at the fragrance discovery bar where travellers can select a golden shot to find their perfect Million fragrance match, including Golden King (1 Million EDT), Golden Goddess (Million Gold For Her Eau de Parfum, Fiery King (Million Gold) or Night Queen (Million Gold For Her Parfum).
The Million Gold For Her Parfum immersion is completed with a gift-with-purchase mechanic which enables consumers purchasing two Rabanne Million fragrances to take home a personalised keyring that can be added to their handbag.
In addition to Million Gold For Her Parfum, the pop-up space showcases the entire Rabanne Million universe including 1 Million EDT and Million Gold Elixir – launched earlier this year – and Million Gold For Her EDP, the new Rabanne feminine line which launched in 2024.
The comprehensive digital campaign drives awareness of the Million Gold For Her Parfum launch and in-store pop-up via communications on Heinemann Duty Free’s EDM and Rabanne’s Meta and TikTok campaigns. Further awareness of the launch is generated by the striking Million Gold For Her 3D-like campaign video which is displayed on the big digital screens near the pop-up.
Kaatje Noens, Puig Executive VP Global Travel Retail, said: “In recent years, Rabanne has built a reputation for captivating consumers in travel retail with showstopping activations that unite the Maison’s fashion and fragrance lines. This latest campaign at Sydney Airport once again demonstrates the brand’s commitment to delivering exceptional fragrance discovery experiences in the channel that leave a lasting memory with travellers.”
Queen of the Night: Million Gold For Her Parfum
At the heart of Rabanne’s spectacular two-month pop-up takeover at Sydney International Airport, the spotlight shines brightly on the launch of Million Gold For Her Parfum – a true jewel in the crown of this immersive retailtainment experience. This fragrance unleashes a new fiery intensity that captivates the senses from the first encounter. The rich warmth of sandalwood blends irresistibly with an ultra-feminine floral accord of luminous jasmine absolute and vibrant solar ylang ylang, crafting a scent more sensual than ever before.
Reflecting this bold new character, Million Gold’s sleek, multi-faceted bottle features a subtle smoky glaze that mirrors the fragrance’s intensified depth, crowned with the iconic XL link, a signature Maison detail steeped in Rabanne’s heritage. Together, the evocative juice and striking design create the ultimate sensory moment, vividly brought to life within the golden glow of the pop-up space – delivering an unforgettable highlight that perfectly embodies the vibrancy and glamour of the Rabanne Million universe.
