ON THE GOLD STANDARD
Paco Rabanne’s Millions Launch Across The US
Paco Rabanne’s One Million and Lady Million have launched at key urban centers across America. PUIG USA debuted the fragrances in New York City on September 30 with their selected distribution at Macy’s and Sephora.
Didier Maine de Biran, Regional Vice President of PUIG NORTH AMERICA and General Manager of PUIG USA, shared “For the launch of Paco Rabanne One Million and Lady Million in Macy’s, we thought it would be important to dare to experiment with something different while being innovative in our promotional approach with this launch. Customers nowadays seem to be receptive to products that surprise them while being entertained. The original universe/concept of ‘One Million’ allows us to translate to our customers the true lifestyle of this brand, which is an expression of being rich, powerful, famous, desired and envied—you are your own celebrity!”
“More than fragrances,” Mr. Maine de Biran continued, “One Million and Lady Million provide an emotional connection with our customers of being on top of the world.”
One Million was created by Givaudan’s Perfumers Christophe Raynaud, Olivier Pescheux and Michel Girard. It opens with a mix of grapefruit, mint and blood mandarin, which blends to a middle note of rose absolute, cinnamon and spicy notes. The drydown is a striking contrast of leather, white wood, amber and Indonesian patchouli essences. Noé Duchaufour-Lawrance has struck gold with his design of the flacon with One Million engraved on the front. The gold ingot-shaped bottle becomes an object of desire.
One Million comes in a 1.7 oz. Eau de Toilette for $53.00 and 3.4 oz., $70.00. The collection also includes a 3.4 oz. After Shave Lotion for $48.00; 2.5 oz. Aftershave Balm, $36.00 and a Deodorant Stick,$22.00.
The Lady Million fragrance was developed by International Flavors & Fragrances’ Perfumers Anne Flipo, Béatrice Piquet and Dominique Ropion.The vibrant and sensual scent begins on a top note of bitter orange, neroli and raspberry. Its heart of orange blossom, Arabian jasmine and gardenia is based on patchouli, honey and amber. The fragrance, presented in a multi-faceted flacon, is also designed by Mr. Duchaufour-Lawrance. It is topped with a gilded metal cap.
The Lady Million Eau de Parfum Spray is priced at $48.00 for 1 oz.; 1.7 oz., $65.00 and 2.7 oz., $88.00. Shower Gel in 2.5 oz. and Body Lotion in 2.5 oz. are priced at $45.00 and $40.00 respectively.
“After debriefing Luxe Event Euro RSCG Worldwide [about the launch of One Million and Lady Million],” Mr. Maine de Biran confided, “we came out with this retail entertainment concept of something very precious to be delivered to the stores by an impressive gold armored trucks escorted by two golden Harley Davidsons. To add even more excitement into the event, two young and attractive actors pretending to be
Lady Million and One Million man perform outside the store next to the armored truck with paparazzi. Of course,” he continued, “while the performance is being executed, samples of both fragrances One Million and Lady Million will be distributed for the public.”
“We thought it would be important to coordinate this event outside of the stores in order to capture the attention of the public. It is a fun and inspiring event that we wanted to share in the street without restrictions and boundaries.”
Mr. Maine de Biran informed, “We have created synergies between our retail partners and PUIG to bring people from the street to the fragrance counters. This event, coordinated with our two selected partners, Macy’s and Sephora, is designed to generate awareness and excitement behind the brand. I believe this is most innovative. So far, we are experiencing great retail results in both accounts.”
“We plan to produce more of this retailtainment in-store in the future. If the public reacts positively to this event,” he explained, “we would like to extend this experience next year by offering a sort of annual ‘rendezvous’ with new creative and daring ideas and executions—maybe next year during New York Fashion Week. Why not?”
|Armored truck carries precious cargo of Paco Rabanne One Million and Lady Million||‘Celebrity Couple’ One Million and Lady Million
stop to greet their fans.
|Motorcycle escorts flank Mr. Maine de Biran (2nd r.) with PUIG’s Beth Carr, Vanita Sabnani, Emmanuelle Mahaud and Raquel Edery.|
|Motorcycles lead the Paco Rabanne One Million
and Lady Million entourage.
|The golden treasure of Paco Rabanne One Million and Lady Million is stashed in the armored truck.||Celebrity watchers crowd the departing van carrying the Million couple to their next destination.|
|Lady Million and One Million make their red carpet entrance.||A security detail escorts One Million and Lady Million inside Macy’s/Herald Square.||One Million, Macy’s Ricardo Fondeur and
|Security bookends One Million with Macy’s
Blanche Norona and Lady Million
|Security displays Paco Rabanne One Million.||Photographers crowd Lady Million and One Million
as security leads them to their van.