Puig advertising & marketing assignments

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Puig is Spain's largest beauty and couture company, still privately owned by the descendants of founder Antonio Puig, who first established the business in 1914. The group is best-known internationally for its small collection of high-end fragrance brands, and is now #6 in that sector. It owns the Paco Rabanne, Nina Ricci and Jean-Paul Gaultier brands and produces Christian Louboutin and Commes des Garcons fragrances under license. (The Prada license was surrendered in 2021 to L'Oreal). It also markets branded fragrances for Benetton, the pop singer Shakira and actor Antonio Banderas, as well as a sizeable collection of lower priced fragrances for the Spanish market. For many years Puig's main fashion subsidiary was Carolina Herrera, but it has successfully relaunched the Nina Ricci and Paco Rabanne fashion labels, and acquired a controlling stake in Jean-Paul Gaultier in 2011 from Hermes. It took back the JPG fragrance license from Shiseido when that contract expired at the end of 2015. More recent additions to the portfolio are the British fragrance brand Penhaligon's, added in 2015, and fashion designer Dries van Noten, in which Puig acquired a majority stake in 2018. In 2020, it acquired a majority stake in British makeup and skincare brand Charlotte Tilbury. A third division markets high-end dermo-cosmetics brands including Isdin (via a joint venture), Uriage and Apivita. The group has an alliance in several markets with Clarins; the French company distributes Puig's brands in North America; Puig reciprocates in Brazil. Puig group revenues topped €2.0bn for the first time in 2019, with net income of €226m. Fragrances accounted for around €1.7bn. The two biggest brands overall are Paco Rabanne and Caroline Herrara, each with sales at retail approaching €1bn. Isdin and Charlotte Tilbury each have sales at retail in the region of €500m. However the group's performance plunged in 2020 as a result of the global pandemic, with combined net sales falling to around €1.5bn. Marc Puig is chairman & CEO; his brother Manuel is vice chairman.

Capsule checked 11th February 2021

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Recent stories from Adbrands Update:

Adbrands Daily Update 9th Sep 2020: "Welcome On Board". Fashion and fragrance ads are, as you probably know by now, one of our guilty pleasures. Now a division of Spanish group Puig, the Jean-Paul Gaultier fragrance line has maintained a unique visual style in its advertising for well over a decade, despite a succession of different agencies. Current custodians are the indie French agency Mazarine, a long-time specialist in fashion and fragrance marketing. So many ads from this rarefied sector of the industry are staggeringly dumb and self-serious, so it's always a delight when one such as this sneaks through: playful and knowingly absurd; sexy and silly both at the same time. As before, the world of Gaultier's fragrances is a sort of suggestive maritime-themed Disneyland with something for everyone. Plus a bit of opera, too. Hello sailor!

Adbrands Weekly Update 29th Jan 2015: Fashion and cosmetics group Puig acquired the traditional British perfumier Penhaligon's and its French counterpart L'Artisan Parfumeur for an undisclosed sum. The businesses were previously owned by private equity group Fox Paine & Co.

Adbrands Weekly Update 27th Feb 2014: TBWA Paris conceived the stunning digital imagery of this extended spot for Puig's Parfums Nina Ricci (and also in passing for famed patissiers Laduree). It's lovely in its own right but the perfect soundtrack comes from French composer Bruno Coulais and the Children's Choir of Nice. If you think you've heard it before you're probably right - it's actually the end title theme from US animated movie Coraline.


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