Puig’s Herrera Beauty line launches into Tocumen International Airport retail counters

By Cassandra Stern

- Last updated on GMT

About the newly launched Carolina Herrera counters, Felipe Grant, Puig’s General Manager Travel Retail Americas said the spaces “build on the brand’s strong presence in the Americas.” © Puig
About the newly launched Carolina Herrera counters, Felipe Grant, Puig’s General Manager Travel Retail Americas said the spaces “build on the brand’s strong presence in the Americas.” © Puig

Related tags brand launch Cosmetics Fragrance Puig

High-end fashion and fragrance brand Carolina Herrera is expanding into cosmetics with its Herrera Beauty line and reaching new audiences through the highly trafficked airport space.

Barcelona-based fashion and fragrance company Puig recently partnered with Panamanian retailer Motta Internacional to launch its newest line of Herrera Beauty cosmetics and fragrances. Puig, which represents beauty brands like Comme des Garçons Parfums and Charlotte Tilbury, is expanding the reach of fashion brand Carolina Herrera to include the brand’s “first line of ready-to-wear and customizable make-up, which includes lip, eye and complexion products in a range of textures and finishes, with many products available in refillable formats​” said the company’s press release regarding the announcement.

About the launch event

The launch event took place in Panama City’s Tocumen International Airport with the opening of new Carolina Herrera counters in the airport’s Attenza Duty Free stores in Terminal 1 and 2 which were “adorned with the brand’s signature red, and showcase the new Herrera Beauty make-up collection​,” shared the release.

Attendees were invited to sample the new Herrera Beauty cosmetic products by selecting preset makeup looks like ‘Sunset Perfection’ or ‘Smoke Game’ which were “applied by Carolina Herrera’s International Education Director, together with the Travel Retail Americas Make-up Expert​,” and then finished “with one of Carolina Herrera’s iconic fragrances​” for an inclusive beauty experience encompassing all aspects of the brand’s available cosmetic product offerings.

Carolina Hererra counter offerings moving forward

About the newly launched Carolina Herrera counters, Felipe Grant, Puig’s General Manager Travel Retail Americas said the spaces “build on the brand’s strong presence in the Americas​,” adding that “together with Attenza Duty Free…we are delighted to introduce Herrera Beauty and the unrivalled retail experience of Carolina Herrera to travelers at this key regional hub​.”

The counters incorporate some of Puig’s most recent beauty technology tool innovations including “the Carolina Herrera Magic Mirror, a dynamic virtual try-on station​,” as well as the “Product Configurator, an omnichannel feature that enables product personalization”​ and “offers travelers an elevated customer experience​,” the release explained.

To add to the ‘elevated customer experience,’ the spaces are staffed by Carolina Herrera beauty specialists who are available to offer travelers with “personalized experiences and make-up consultations​.” Additionally, the counters are designed as an intersection between Carolina Herrera fashion and newly launched cosmetics products so consumers can “customize their lip, powder and eye make-up with a range of vibrant cases, tassels, bangles and charms​,” said the release.

In addition to the brand’s fashion and cosmetic product offerings, the counters also offer customers the opportunity to sample Carolina Herrera’s fragrance lines, “including Good Girl, Bad Boy, 212 and CH​,” as well as “a unique collection of six playful floral scents named Luckycharms at the counters​.”

A multi-faceted beauty event

In tandem with the Herrera Beauty launch, Puig and Motta Internacional also spearheaded a two-month omnichannel promotional campaign for Carolina Herrera’s best-selling fragrance Good Girl Blush which “invited travelers to discover the newest launch via digital screens and eye-catching visuals throughout the airport, an impactful media site with an integrated consumer experience and a social media campaign featuring sense-of-place captions to enhance the experience at Panama Tocumen Airport​” and was backed by a social media campaign that gained over five million impressions.

The multi-faceted approach to promoting Carolina Herrera’s already successful fashion products in conjunction with its best-selling fragrance and its new Herrera Beauty launch in a high-traffic retail space exhibit an innovative approach to brand expansion and product promotion. Considering that “Panama’s Tocumen International Airport (PTY) served 15.7 million passengers in 2022 and expects to break the all-time traffic record in 2023,” ​as reported by airport authorities, there is exceptional potential for high-volume foot traffic and increased brand exposure as a result of this retail launch.   

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