At number 11 Barquillo Street, Givenchy Beauty is running a five-day experience built around L'Interdit Elixir. The Madrid venue anchors a national multimedia campaign targeting women over 25, while the wider plan aims to strengthen Givenchy Beauty's position in the premium and couture space.
The brand has moved beyond standard fragrance advertising. Visitors explore scent discovery areas and personalisation workshops, with beauty experiences and individual consultations alongside spaces for content creation. The format gives people time with the fragrance before the wider media campaign takes over.
Douglas lists Givenchy L’Interdit Elixir Eau de Parfum in German retail in a 35 ml format at €94, confirming the product’s commercial presence in the European market. The campaign runs until October.
Givenchy Beauty communication director Alejandra da Cunha said the Madrid space presents L'Interdit Elixir through an interactive, sensory route. She linked the experience to confidence and feminine strength, with boldness as part of the message. The venue is the physical version of the fragrance's wider brand universe, not a standalone pop-up.
FWD is coordinating the national campaign and its basic points of contact. Havas Media Network, previously known as Forward Media, has brought social media on Meta, TikTok and Pinterest together with connected television and OTT advertising. Digital display and editorial content join premium outdoor circuits in the same plan.
Givenchy is also promoting the elixir through its established muse narrative. SoSoir reported on the launch with Rooney Mara, highlighting her role as a Givenchy ambassador and the campaign’s focus on setting boundaries and feminine confidence, alongside strength.
The mix gives the launch several routes to its audience. The Madrid venue offers direct contact with the product and the brand, while social platforms and digital formats carry the content further. Connected television and outdoor placements extend the campaign's reach.
The plan moves consumers from awareness towards consideration without relying on a single channel.
Lara Cabanellas, brand lead at FWD, described the strategy as an integrated route linking brand experience with multimedia amplification. The agency wants each contact point to form part of one consumer journey, rather than operate as a separate campaign format.
Several partners are handling the work. Havas Play is responsible for production. Studio Delabrousse developed the concept and creative design, while Fever manages reservations and access to the venue. The roles divide the project between physical delivery and creative direction, with Fever handling visitor logistics.
Givenchy is placing an immersive venue at the centre of its latest experience-led campaign. L'Interdit is one of Givenchy Beauty's basic fragrance franchises. Its recognisable image of feminine identity helps explain why the brand wants consumers to encounter the scent offline as well as through advertising.
European beauty coverage, including Grazia France, continues to describe the L'Interdit line as an active, commercially relevant fragrance. Retail listings show that the Elixir is already available to consumers.
In Madrid, sensory discovery sits alongside digital and editorial formats, connected television and outdoor distribution across Spain. The link is between what visitors can explore in person and the media formats that extend the experience.
The retail presence and wider media activity suggest that the Madrid activation belongs to an international commercial launch cycle, not a one-off local event. L'Interdit Elixir is part of a coordinated brand-building operation with a defined audience and an end point in October.
