On the scent of luxury
Travelers strongly associate perfumes and other beauty products with airport shopping. These are among the best-sold product categories at Amsterdam Airport Schiphol. For brands such as Dior, this makes airport advertising one of the most effective forms of communication. It enhances the brand experience and has a direct effect upon sales. Dior chose Amsterdam Airport Schiphol to introduce passengers to Sauvage, its new male fragrance. Sauvage is the most important Dior launch in the past 10 years, with very promising initial results. Supported by a strong marketing strategy and international media campaigns, the new Dior creation has seduced customers with its virility, authenticity and freshness.
Everyone's going wild about Sauvage!
Sauvage was launched towards the end of August 2015. The fragrance started building its sales at Amsterdam Airport Schiphol during September and October, with Sauvage branding displayed on the doors to Lounges 1 and 2. After this, Dior decided to capitalize on the fragrance’s potential by creating a multi-media campaign and pop-up store in November 2015. This airport promotion would thereby neatly bridge the gap between the initial launch period and the Christmas sales rush.
This strategy proved successful. Located in the center of the lounge, the Sauvage pop-up store was very visible and superbly placed to stop passengers in their tracks. Dior sold approximately 8,500 units of Sauvage in the three months following the launch. This new masculine fragrance has sharpened Dior’s competitiveness in the male segment, and enhanced its global performance. Since September 2015, Dior has achieved double-digit sales growth.
Sauvage: Raw and real
The November promotion was based around creating a whole olfactory concept in order to offer the customer a special experience. Discovering the new fragrance by testing, smelling and touching raw elements of it worked very well, and people reacted very positively to this unexpected experience.
The entire concept was supported by an eye-catching multi-media promotion in Lounge 1. Giant bottles of Sauvage, lots of screens and pictures showing the advertising campaign created great impact, encouraging customers to discover the raw ingredients of the fragrance while wearing headphones to enhance their sensory experience.
Thanks to these high-quality elements and its close partnership with the promotional team, Dior achieved some very ambitious objectives. Dior’s strategy was to promote Sauvage while also encouraging cross-selling of its other key fragrances (J’adore, Miss Dior and Dior Homme). A good way to increase the average basket size!
Dior facts and figures
The pop-up store boosted the sales figures of Dior Sauvage, together with those of the Dior brand as a whole. Dior’s partnership with Kappé played an important role in making the promotion a success. Below you can see how the Sauvage promotion influenced sales of the new fragrance – and other Dior brands – in the Pop-Up store and Lounge 1.
During the Sauvage promotion, sales of the new fragrance in Lounge 1 significantly increased, thereby boosting Dior’s total turnover.
Ranked as no. 5 in the top 10 airports in Europe, Amsterdam Airport Schiphol has welcomed more than 58 million passengers in 2015. Being an international hub, the airport is very important for business travelers. Most perfumes & cosmetics are sold in Lounge 1, the Schengen area. This is the only terminal which departing, transfer and arriving passengers all travel through.