In Brief

Hoping to tap the burgeoning airport retail market, the luxury brand launched an airport-exclusive fragrance activation with aviation-themed designs entitled "Gaultier Airlines"

Flyers who will be traveling by way of Beirut-Rafic Hariri International Airport, Lebanon in the coming month will be able to experience the exclusive ‘Gaultier Airlines’ concept, designed to promote French designer Jean-Paul Gaultier‘s two new limited-edition fragrances. One for women and one for men, the scents have primarily been launched in and supported by airport retailers, hoping to appeal to appeal to a captive, luxury-oriented travel audience.

Utilizing an aviation-themed illustration, an inflight magazine and retail associates dressed as flight attendants, the marketing campaign heavily relies on and strongly invokes past eras of glamorous air travel. In addition, each purchase of the fragrances made at this travel retailer comes with a neck pillow, to ensure comfort and style during travelers’ flights. Visitors can even play games on an iPad to win prizes.

The airport space in particular is a prime area in which high-end retailers are increasingly investing their creativity and experimentation with marketing strategies. As for Jean-Paul Gaultier, the brand hopes to “to play big in travel retail,”says General Manager Thomas James.

Jean Paul Gaultier

Flyers who will be traveling by way of Beirut-Rafic Hariri International Airport, Lebanon in the coming month will be able to experience the exclusive ‘Gaultier Airlines’ concept, designed to promote French designer Jean-Paul Gaultier‘s two new limited-edition fragrances. One for women and one for men, the scents have primarily been launched in and supported by airport retailers, hoping to appeal to appeal to a captive, luxury-oriented travel audience.

Utilizing an aviation-themed illustration, an inflight magazine and retail associates dressed as flight attendants, the marketing campaign heavily relies on and strongly invokes past eras of glamorous air travel. In addition, each purchase of the fragrances made at this travel retailer comes with a neck pillow, to ensure comfort and style during travelers’ flights. Visitors can even play games on an iPad to win prizes.