Paco Rabanne is creating the first ever fragrance inspired Christmas Market, which will pop up in four key locations across the UK over the Christmas period.

A golden feast for all the senses, the PUIG owned fragrance house will open its festive doors with a multi-sensory Christmas Market experience, offering shoppers the chance to immerse themselves in the Paco Rabanne universe. Created in partnership with brand experience agency MKTG and media planning and buying Starcom, the spirit of Christmas will be brought to life with a vast golden space that celebrates gifting.

Dedicated to bringing a fragrant universe to life, the Paco Rabanne Christmas Market will run in conjunction with an integrated campaign across digital and social channels, all inspired by the craftsmanship of the metal worker; a nod to the iconic laser discs fashioned in metal by the House of Paco Rabanne.

Joyful, sparkling and in true Paco Rabanne style, it is set to be infectious and nonconformist. The spirit of Christmas will be imbued by Paco and his Rabannettes as they whizz by on their golden Christmas carts, ushering shoppers through to an unforgettable Christmas shopping experience; offering vials of fragrance for passersby to try.

Between sampling golden festive mouthfuls of Paco Rabanne mince pies and getting an express manicure, shoppers will be able to sample an array of fragrances within the portfolio.

Whether it’s the 1 Million and Lady Million universes of glamour and fantasy, the power play on victory and divinity with Invictus and Olympéa or the sensual world of Pure XS, visitors will be able to discover the perfect fragrance.

Fragrant golden blasts of glitter will burst into the air at regular intervals allowing for the perfect photo or Boomerang opportunity for Instagram fans, and in the spirit of Christmas with Paco Rabanne, all visitors can claim a complimentary hand finished Christmas bauble that will be crafted by calligraphers on site, adding an element of personalisation.

As a final golden touch, a unique gift will be presented with every purchase in the form of a festive Christmas decoration, delicately housing fragrant surprises.

PUIG UK Marketing Director, Aliki Zachariadis, said: “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 experiences above anything else. With the Paco Rabanne Christmas Market we hope to bring our story to life through a totally immersive experience during the most important gifting period of the year.”

Amy Kean, head of strategic innovation, global clients at Starcom, added: “As the human experience agency, we’re so proud of this brave and extravagant execution. Paco Rabanne fragrances are top-sellers every Christmas, so it felt right to put their golden stamp on the festive season with something so unmissable. This campaign will tick all the boxes: stimulate the senses, wow the Instagrammers with glittery innovation and provide a personalised product for every shopper.”

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Revlon have appointed Jackanory to develop and implement engaging experiential activations to drive trial and purchase of Juicy Couture’s brand new fragrance pillar, OUI Juicy Couture. Tasked with bringing to life the OUI Juicy Couture concept centred around female empowerment and encouraging women to say “yes” to things they believe in, Jackanory have created an eye-catching and engaging sampling experience that will tour shopping centres nationwide.

The #PowerOfOui activity will be taking place in shopping centres nationwide from 24^th August to Sunday 9^th September.

In the centre of a boxing-ring style stand, is a punch ball where shoppers are encouraged to have a go at the ‘YES OUI CAN’ Power Punch game to experience the empowering and playful force of the new brand. Shoppers will be invited to beat the score with one punch and then encouraged to share their experience on Instagram using the hashtag #PowerOfOui for a chance to win OUI Juicy Couture merchandise.

Laura Byron, Brand Manager of Oui Juicy Couture said “We needed an activation that would truly resonate with our target market, leverage our positive brand statements and encourage trial and purchase consideration. We’re confident that Jackanory’s #PowerOfOui activation will do just that and help to generate strong word of mouth around the new fragrance.”

Jo Curtis, co-founder of Jackanory said: “We’re delighted to be working with Revlon to kick start the story of their new OUI Juicy Couture fragrance.  We love the playfully provocative and unstoppable nature of the brand and can’t wait to see the concept come to life through our shopping centre activations. By leveraging the positive OUI statements through our activity, we hope to drive trial and purchase of the fragrance, all the while underscoring the importance of female empowerment.”

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