{"id":66390,"date":"2023-08-29T12:42:15","date_gmt":"2023-08-29T11:42:15","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=66390"},"modified":"2023-08-29T12:42:15","modified_gmt":"2023-08-29T11:42:15","slug":"rabanne-chooses-airport-duty-free-stores-for-the-global-debut-of-its-new-retail-identity","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/rabanne-chooses-airport-duty-free-stores-for-the-global-debut-of-its-new-retail-identity\/","title":{"rendered":"Rabanne chooses airport duty-free stores for the global debut of its new retail identity"},"content":{"rendered":"

Rabanne and its new fragrances Phantom Parfum and Fame Parfum are being introduced to travellers through a powerful activation programme at the world\u2019s top airports during the peak summer travel period.<\/p>\n

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Puig\u2019s 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.<\/p>\n

Paco Rabanne becomes Rabanne<\/strong><\/a><\/p>\n

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.<\/p>\n

Crystalising this now-unified image between fashion and fragrance is a high-impact new visual identity and logo which pay tribute to Monsieur Rabanne\u2019s 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\u201d 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.<\/p>\n

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.<\/p>\n

Fame Parfum and Phantom Parfum<\/strong><\/p>\n

Rabanne represents the future of the fragrance and fashion house; The world\u2019s 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.<\/p>\n

Both Fame and Phantom Parfum were designed to align with Rabanne\u2019s new corporate image. Both fragrance bottles feature The Maison\u2019s new visual identity and are supported by campaigns that unite Rabanne\u2019s fragrance and fashion arms in a sophisticated way.<\/p>\n

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.<\/p>\n

To capture the intensified sensuality of Fame Parfum, the classic Fame bottle has been updated to feature a glossy black dress.<\/p>\n

Elle Fanning returns to encapsulate the spirit and irrepressible sensuality of the Fame Parfum woman.<\/p>\n

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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.<\/p>\n

Updated and redefined, the Phantom Parfum bottle maintains its iconic shape but the chest piece has evolved from chromatic silver to matte black.<\/p>\n

In honor of this new incarnation, celebrated actor and musician Charlie Heaton of Stranger Things joins Rabanne<\/a> as global brand ambassador.<\/p>\n

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Impact in EMEA and Americas<\/strong><\/p>\n

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\u2019s fashion and beauty pillars and feature engaging retailtainment elements to catch the eye of travellers.<\/p>\n

Kaatje Noens, Puig Executive Vice President Global Travel Retail, said: \u201cThe fact that we have chosen global travel retail as the first channel in which to unveil Rabanne\u2019s new brand identity speaks volumes about Puig\u2019s 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\u2019s new brand identity and offer an engaging way to explore the Rabanne fragrance universe, whilst highlighting our goal to deliver amazing experiences to travellers.\u201d<\/em><\/p>\n

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\u2019s Terminal 2. The 85sq m animation space \u2013 complete with an exhibition of The Maison\u2019s dresses \u2013 is running until December and marks the first time that the complete Rabanne brand expression is being presented in travel retail.<\/p>\n

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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\u2019s key fragrance pillars \u2013 Fame, Phantom, Million, Invictus and Olymp\u00e9a \u2013 at the educational fragrance bar. Additionally, an immersive experience, inspired by the new Phantom Parfum TV spot, invites travellers to \u2018play with Phantom Parfum\u2019.<\/p>\n

At the end of the Rabanne experience, travellers purchasing a bottle of either Phantom Parfum or Fame Parfum will have the opportunity to assemble \u2013 following the iconic method of Rabanne couture atelier \u2013 their very own personalised Phantom\/Fame keyring.<\/p>\n

In travel retail Americas, major activations are taking place from July to October at the region\u2019s top airports with impactful activations planned at Peru\u2019s Jorge Ch\u00e1vez International Airport, Panama\u2019s Tocumen<\/p>\n

International Airport, Rio de Janeiro-Antonio Carlos Jobim Gale\u00e3o International Airport and Montr\u00e9al-Pierre Elliott Trudeau International Airport to promote the new Rabanne identity and Fame\/Phantom Parfum fragrances.<\/p>\n

Digital amplification<\/strong><\/p>\n

Puig has developed a 360\u00b0 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\u2019 e-commerce sites.<\/p>\n

The display ad campaign is running in July and August at 23 airports in EMEA and 11 airports in the Americas.<\/p>\n

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.<\/p>\n

In July, the digital campaign in the Americas \u2013 focused on Phantom Parfum only \u2013 targeted 26.3 million impressions through social and display ads.<\/p>\n

A click & collect service for Fame and Phantom Parfum \u2013 available with all major travel retailers \u2013 completes the full omnichannel consumer journey.<\/p>\n

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Rabanne and its new fragrances Phantom Parfum and Fame Parfum are being introduced to travellers through a powerful activation programme at the world\u2019s top airports […]<\/p>\n","protected":false},"author":4,"featured_media":66395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[7090,7082,2597,535,7088,7083,7095,1,477,7091,7093,7084,7086,7085,7092,7094,7096],"tags":[12914,69,39,4544,13342,43,13343,13134,13158,13159,216],"class_list":["post-66390","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accessories","category-beauty","category-best-selling-brands-in-duty-free","category-duty-free-retailers","category-fashion","category-fragrances","category-jewellery","category-latest-news","category-latest-promotions-in-duty-free","category-luggage","category-luxury","category-makeup","category-mens-grooming","category-skincare-and-haircare","category-sunglasses-eyewear","category-watches","category-writing-instruments","tag-charlie-heaton","tag-duty-free","tag-dutyfree","tag-elle-fanning","tag-fame-parfum","tag-perfume","tag-phantom-parfum","tag-rabanne","tag-rabanne-duty-free","tag-rabanne-fragrances","tag-travel-retail"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/66390","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=66390"}],"version-history":[{"count":3,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/66390\/revisions"}],"predecessor-version":[{"id":66437,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/66390\/revisions\/66437"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/66395"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=66390"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=66390"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=66390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}