Counter Culture
PUIG US’ Leah Dean
In the recent launch of Paco Rabanne
1 Million and Lady Million at Macy’s has been a huge success for PUIG US. But, this success didn’t happen by accident; a big focus for the launch was the comprehensive training program.
The program, directed by Vice President of Trade Marketing for PUIG US, Beth Carr, and orchestrated by the Manager of Education for PUIG US, Leah Dean, featured a multi-faceted, interactive and fun approach to training that truly excited all the sales staff about the Paco Rabanne Million brands.
Ms. Dean said, “I didn’t want the training to be just about the olfactory; I wanted to immerse them in the excessive and lavish Paco Rabanne Million world—I wanted to create a memorable training first and foremost; then, I knew it would provoke their desire to learn and truly understand the brand.”
Ms. Dean leads a training session for PUIG US fragrances.
The training program featured many formats from webinars to cocktail parties. The webinar provided local Retail Managers (RM) with the knowledge and guidelines to orchestrate their local trainings. Additional training materials were created and provided to the Retail Managers, which included demonstration kits, CD-ROMs, and selling sheets. With these materials, the RM could easily give the same presentation that Ms. Dean provides. The cocktail parties were held in key retail markets and featured an interactive training session, hosted by Ms. Dean, which expressed all the glamour and fun of the Million universe.
From an educational standpoint, “the training aptly focuses on the history of Paco Rabanne,” Ms. Dean said. “I found that most people did not know much about him or the brand—and this is key to understanding the 1 Million man and Lady Million.” Mr. Rabanne is famous for his 1960’s collection of gold, metal and rhodoid dresses that truly pushed the accepted limits of fashion. His creativity, innovation and flamboyance resonate prominently in the Million brands, from the gold, metallic packaging to the innovative bottle design. Also, there is an emphasis on gold in the training; how precious it is, as well as what it evokes and inspires. And of course, the fragrance itself is discussed in detail with an emphasis on the uniqueness and sensuality of the scents. Ms. Dean enthused, “There are unexpected olfactive elements in both 1 Million and Lady Million—and this eccentricity is what makes them so Paco Rabanne!”
This comprehensive style training program was also utilized for the launch of Prada Candy in fall 2011 within specialty stores, and there are big plans for the training program for the new Valentino fragrance that PUIG US will launch this spring. Ms. Dean shared with us about the new project, “The story is really captivating—so Italian—I want to sweep everyone away to Rome for the training session…well, we can dream, right?” BF