Edgexecution's Collaboration with Essence Corp to Promote Versace's Bright Crystal Fragrance in Travel Retail Markets
Client: Essence Corp, Master Distributor of Fine Fragrances and Cosmetics for Travel Retail Markets of the Americas and Sales & Marketing Agent for Local Markets of Latin America
Brand Focus: Versace Bright Crystal
Agency: Edgexecution
The Challenge
Versace's Bright Crystal is a timeless fragrance that resonates with consumers looking for a refreshing, revitalizing scent. However, like many luxury fragrances, it faced stiff competition in the travel retail sector, where international travelers are presented with an overwhelming number of choices. The challenge was to create an engaging and memorable experience for travelers, who are often pressed for time and have limited attention spans while navigating busy airports. Furthermore, the goal was to elevate Bright Crystal's visibility, increase sales, and enhance brand awareness in a space where brands compete fiercely for consumer attention.
The Approach
Edgexecution, a travel retail marketing agency based in Miami, partnered with Essence Corp to craft a strategy that would captivate travelers and bring the sensory experience of Bright Crystal to life in airports across the Americas. Understanding that travelers often seek products that enhance their comfort and state of mind, we honed in on the inherent benefits of Bright Crystal: its refreshing scent and its ability to uplift, energize, and revitalize.
Our approach was to design creative, high-impact exhibitions and activations in key duty-free and travel retail locations. The idea was to strategically capture the attention of consumers by using striking visuals and interactive experiences that would highlight the brand benefits of Bright Crystal.
Execution
To execute the campaign, Edgexecution conceptualized and developed visually stunning exhibitions within airports. The marketing strategy included the following key elements:
1. Creative Exhibitions and Installations: We designed and implemented striking stands and shop window exhibitions that featured the Bright Crystal fragrance prominently. These installations not only attracted the eye but created an immersive sensory environment where travelers could experience the scent firsthand.
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2. Brand Ambassadors: Trained brand ambassadors were positioned at the exhibition sites, engaging with travelers and communicating the benefits of Bright Crystal. These ambassadors played a crucial role in personalizing the experience for travelers, answering questions, providing information, and offering taster products. Their presence helped bridge the gap between the brand and the consumer, creating a personal touchpoint.
3. Digital Screens and Advertisements: In addition to physical displays, we integrated Bright Crystal into digital advertising screens positioned throughout the duty-free areas. These dynamic visuals reinforced the brand message and captured attention from travelers across different touchpoints.
4. Shop Fitting and Shelf Displays: The in-store experience was further enhanced by specially designed shop fittings, shelf displays, and column branding that ensured Bright Crystal stood out among competing fragrances. This consistent branding across all areas of the travel retail environment strengthened brand recall and encouraged impulse purchases.
Results
The campaign was a resounding success, achieving significant engagement with travelers and boosting brand awareness for Versace's Bright Crystal. The combination of visually impactful exhibitions, interactive brand ambassador engagement, and strategically placed advertisements led to brand recognition within duty-free stores.
Travelers responded positively to the fragrance's refreshing and uplifting qualities, often making on-the-spot purchases after interacting with the taster products and learning about the brand from our knowledgeable ambassadors. The immersive and multi-sensory approach allowed consumers to connect emotionally with the fragrance, solidifying their purchasing decision.
By collaborating with Essence Corp and focusing on the travel retail environment, Edgexecution successfully positioned Bright Crystal as a must-have fragrance for travelers, turning moments of travel into opportunities for indulgence and revitalization.
Edgexecution’s partnership with Essence Corp to promote Versace’s Bright Crystal demonstrates the power of experiential marketing within the travel retail sector. Through creative installations, personalized consumer engagement, and consistent brand presence, we helped elevate Bright Crystal's status in a competitive market, ensuring it became a standout choice for travelers seeking a refreshing and luxurious fragrance.
Tagged as: Skincare and Fragrance
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