Knowing that Millennial consumers respond well to experiential marketing, fragrance brand Paco Rabanne is creating a holiday market in the UK this season.
The fragrance-focused market from the Puig-owned brand will be supported by a digital campaign and a focus on the traditionally crafted metal discs used by the House of Paco Rabanne. As Puig’s UK Marketing Director, Aliki Zachariadis says: "We’ve been known as a fragrance brand to deliver beautiful storytelling through our innovative bottles and ads. However, this is no longer enough to capture the attention of Millennial consumers who seek experience above anything else."
The multi-sensory Christmas market will be making several stops across the UK this holiday season, including various retail centers, ending its tour at Liverpool One’s shopping complex on the 23rd of December.
Multi-Sensory Holiday Markets
Paco Rabanne is Creating a Millennial-Targeted Fragrance Market
Trend Themes
1. Experiential Marketing - Creating multi-sensory holiday markets to provide immersive experiences for consumers.
2. Millennial Targeting - Developing marketing strategies specifically aimed at capturing the attention of Millennial consumers.
3. Digital Campaigns - Utilizing digital platforms and channels to support and amplify marketing efforts.
Industry Implications
1. Fragrance - Innovating in the fragrance industry by combining traditional craftsmanship with experiential marketing.
2. Retail - Transforming the retail industry by incorporating multi-sensory holiday markets as a new way to attract and engage consumers.
3. Marketing - Integrating digital campaigns into marketing strategies for enhanced brand storytelling and consumer interaction.