Mr. & Mrs. Million’s Dramatic Red Carpet Entrance
Paco Rabanne launched new men’s and women’s fragrances,1 Million and Lady Million, in three different multicultural markets: Chicago, Miami, and New York City.
They partnered with 2 major retailers, Macy’s and Sephora, to promote the brand’s products. Havas Luxe’s mission was to create an event that would focus on the promotion of the products, not the supporting fashion house, Paco Rabanne. We then conceptualized and executed a retail marketing activation to launch the new product to both consumers and retailers.
Based on its design a bar of gold for 1 Million and a diamond for Lady Million, we began by creating an image of a rarity and exclusivity of the product. We created an elaborate red carpet experience outside each store. Because of the preciousness of the products, it was necessary that they were delivered under high security by a gold armored car and gold Harley Davidson motorcycles. Paparazzi lined the entrance to the stores and interacted with faux-celebrities, Mr. and Mrs. Million, as well as with the store’s patrons.