Jean Paul Gaultier’s boldness meets shoppers

La Favorite takes center stage: capturing footfall and sparking discovery

To launch La Favorite, Jean Paul Gaultier and Nocibé are leveraging a luxury street marketing activation across several strategic locations, including the forecourt of the Palais Garnier in Paris and a shopping centre in Lille.

These locations share two key advantages: high footfall and proximity to Nocibé stores. Therefore, the choice of locations addresses both a visibility challenge and the objective of driving traffic to stores.

Moreover, the new women’s Eau de Parfum brings to life a woman who embraces her life with boldness and elegance. The challenge is therefore to turn this imagery into a tangible experience, then transform curiosity into purchase intent.

Luxury street marketing with a scenography designed as a stage entrance

GLOBE GROUPE brings this universe to life through a scenography inspired by Jean Paul Gaultier’s couture codes. The activation captures attention and invites passersby to discover La Favorite’s olfactory signature.

In Paris, the Palais Garnier directly echoes the fragrance’s territory, blending performance and self-expression. In Lille, the activation takes place in a retail environment, directly engaging with shoppers.

The approach remains consistent across locations: capture attention, introduce the fragrance and drive traffic to Nocibé. The proximity of the retailer makes this final step easier, placing drive-to-store at the heart of the activation.

This brand activation combines creative consistency with carefully selected locations. The experience reflects the Maison’s codes while creating a natural path towards its retail network.

From discovery to an in-store gift

A premium podium captures attention and puts La Favorite in the spotlight. At the centre of the experience, the product takes the lead, while brand ambassadors guide shoppers through the fragrance discovery with their advice. Meanwhile, a customised lollipop adds a gourmet touch and engages the sense of taste, further enriching the sensory experience.

The discovery then continues with a magazine inspired by fashion press codes. Combining fragrance presentation with an immersion into its universe, the magazine maintains interest while preparing the next step in the customer journey.

The magazine also features a maze game, offering shoppers the chance to win a gift to collect at the nearest Nocibé store. As a result, the playful experience provides an additional reason to visit the store.

Each element serves a specific purpose. The podium attracts, the advice guides, the lollipop surprises and the game encourages a store visit. Ultimately, this luxury street marketing activation combines product discovery, enjoyment and engagement. In this way, the experience creates a clear path from first contact with the fragrance to drive-to-store at Nocibé.