Opposites attract! Prada knows that too, and for its new “Paradoxe” fragrance the luxury brand chose to emphasise the contradictory aspects of woman. To promote the latest product in its beauty line-up in time for the Christmas season, the brand took up residence in the Mitteldom at Westfield Centro in Oberhausen with an eye-catching campaign at the beginning of December. Visitors were able to try out the new perfume and purchase it directly from one of the beauty stores – either for themselves or as a gift for a loved one.

Interactive use of decorative elements

Like a gift, perfume packaging can also afford to be more elaborate. And so, Prada positioned the new fragrance’s eye-catching bottles at the very centre of the brand promotion: two larger-than-life perfume bottles – one for each variation of the fragrance – attracted everyone’s attention in the Mitteldom.

“Paradoxe” and “Paradoxe intense” are packaged in intense pinkish-red and pale pink. At Westfield Centro, though, the oversized flacons were not just great eye-catchers: from one of the triangular bottles visitors could pick up exclusive fragrance samples, whilst the other had a built-in photo booth issuing branded photographs people could take away with them.