Latest posts by Martin Moodie (see all)
All that glitters is gold – at least in the case of Paco Rabanne 1 Million, the new men’s fragrance from Puig (pronounced Pooch, an important detail as we shall explain later) Beauty & Fashion Group.
Spurred by a stunning high-profile promotion at London Heathrow Airport Terminal3, 1 Million has been outselling every other SKU (across all categories) for the past couple of weeks, a phenomenal performance for a men’s line.
The Moodie Blog was on hand last week as World Duty Free and Puig Travel Retail celebrated the success at a media gathering in T3. Pictured below (it’s a tough job but someone has to do it) being snapped with a beautiful Puig model wearing 15,000 Euros worth of original Paco Rabanne dress are World Duty Free boss Mark Riches and Puig’s travel retail supremo Patrick Bouchard.
Besides that dress the highlight of the promotion is a giant safe (below, with model – well I did promise I would include her in The Moodie Report, which I explained was a sort of Antipodean Vogue) in the middle of the duty free store, in which 266 ‘gold ingots’ (resembling the 1 Million bottle) are placed,
It’s a show-stopping piece of theatre and judging by the number of travellers who gatecrashed the media party to have their photos taken with the model and/or inside the safe, it’s working.
It’s good to see such creative partnerships, and equally encouraging to see the way the ebullient World Duty Free T3 staff have entered into the spirit of the occasion by dressing themselves in gold. They’re a lovely team whose enthusiasm shone as brightly as the gold ingots during my visit.
The celebration took an unexpected turn though as a couple of policemen, each being led (appropriately) by a sniffer dog (below), wandered into the proceedings. One woman staff member squealed as a hound suddenly nosed the back of her leg, but The Moodie Report, scenting a breaking news story, quickly seized control of the situation by declaring: “Don’t worry, it’s all part of the Pooch promotion.”
