Safilo has created a new aviator-shaped eyewear, featuring an innovative enamel rim in a Dufry-exclusive colour.

The Polaroid PLD 6069/S/X aviator eyewear was introduced in January into Dufry’s stores in key airports in Latin America, including Buenos Aires, Montevideo, Mexico City, Cancún, Bogotá, Rio de Janeiro and São Paulo and following a marketing activation in Lisbon, Dufry is now rolling out the launch into European hubs including Barcelona, Athens, London and Milan.

The project is part of Polaroid’s ‘See Beyond’ campaign and is supported by marketing assets including visuals, video, gifts with purchase, staff incentives and sales staff. Safilo has also developed a Magic Mirror activation for the largest locations, which encourages consumers to ‘see beyond’ through Polaroid’s polarised lenses and interact with the brand through digital engagement.

Dufry Global Category Manager Sunglasses Silvia Morris said: “We are very excited to partner with Safilo on this global Polaroid travel retail-exclusive project. Polaroid is one of our key pillar brands with the largest global distribution within our network that brings a colourful and interactive consumer engagement animations into our stores.”

Safilo Global Travel Retail Director Alessandro Marinelli added: “Polaroid represents a fast-growing brand in the global travel retail channel, with a large product offer that fits all consumers. We are glad to have implemented this strong collaboration with Dufry, having the opportunity to focus in key locations and months in each region, fully reflecting the different seasonality of sell-out.”