To celebrate the launch of Carolina Herrera’s new 212 VIP fragrance, Puig and Aldeasa are giving passengers a taste of the New York-style celebrity glitz and glamour with their latest “retailtainment” concept; the Paparazzi Booth.

Premiering in August, the promotion is starring in-store at Palma de Mallorca, Malaga and Barcelona airports, corresponding with a one-month worldwide exclusive launch of the fragrance with Aldeasa.

When customers enter the translucent, life-size box, they are whisked away to an exclusive New York nightclub. Treated like a true VIP, they strut past the queue in front of a wall of paparazzi. Inside the booth, they strike a VIP pose and “snap”, they receive a photo while it is simultaneously shown on a large plasma screen outside.

This activity is supported by product sampling, a unique summer soundtrack - specially mixed for the promotion - broadcast across the stores to create a fun and engaging atmosphere and, during high traffic periods, 212 VIP actors positioned around the booth to perform various VIP scenes and interact with shoppers. All these elements combine in a festival of fun, style and attitude to reflect the VIP lifestyle and the new 212 VIP fragrance.

Patrick Bouchard, General Manager Travel Retail, Puig commented: “Puig is honored to have the responsibility of launching 212 VIP to the world, in partnership with Aldeasa. Being a VIP is really a state of mind. Here, customers can escape from the everyday and sample just a little bit of that VIP aspiration we all have deep down.” Bouchard continues: “As two passionate Spanish businesses, Puig and Aldeasa have a long and successful history. In fact, Aldeasa was the first duty free company to sell a Puig product. In more recent times, we’ve collaborated exceptionally well on numerous high-profile in-store events. By giving customers that extra something special during their shopping experience, we continue to deliver our strategy of “retailtainment” and sales growth for the P&C category. I would like to thank Aldeasa for continuing to support us in this approach.”

Eugenio Andrades, Commercial Director, Aldeasa said: “Aldeasa are committed to bringing our stores to life through innovative, interactive promotions and events as part of Aldeasa’s “Shopping Experience” initiative. We are proud to be first place customers can find Carolina Herrera 212 VIP and firmly believe that this newness and energetic activity in-store is what our customers really want to see. We think our customers should all be treated as VIPs, but together with Puig we have taken that philosophy to a whole new level.”