Diesel's first fragrance, „Fuel for Life”, was successfully launched at Singapore Changi Airport ahead of other Asia-Pacific Airports. Prided as the cult brand in premium casual wear, Diesel's “Fuel for Life” effectively translates the brand's unconventional essence with its distinctive packaging.
Every bottle is a talking piece - unique by itself with a different torn canvas, stains, lace net pattern and one of four random logos on the cap.
The sales result was very encouraging for a first-timer: Over a span of three weeks, the Diesel fragrance achieved over S$ 200,000 in sales, out of which sixty per cent came from men's range.
Besides its special packaging, part of the efforts that contributed to the encouraging sales results were also the prominent exposures around the airport terminals which screamed “newness” to travellers, particularly by the 1950's fridge-inspired gondola design strategically located in the Perfumes & Cosmetics Mega shop in Terminal 2.
Basically, a “dollar” blotter could be inserted into a perfume dispensing slot to experience the scents. “Fuel for Life” for men is a sexy, energetic and vintage potion whilst the ladies' is diabolically attractive, ultra sexy and hot.
Ken Tse, Managing Director for Nuance-Watson (Singapore) said: “We are always happy to work with brands to bring exciting exclusive launches to enthuse travellers at Changi Airport. With Terminal 3's opening next year, travellers can look forward to more interesting brands and newness as we increase our brand offerings and product assortments.”
marketing@alchempro.com
