The product that best illustrates this paradigm shift is be the Carolina Herrera perfume 212, launched in 1997. The famed art director Fabien Baron designed the bottle, and the photographer Patrick Demarchelier shot the advertising campaign. With 212, Puig graduated to the major league of the fashion industry, setting a strategy that continued with Black XS in 2005 for Paco Rabanne. A year later, the fragrance Nina did the same for the Nina Ricci label.
The successes achieved with these new, bolder offerings encouraged a new way of working at Puig. This more daring vision of fragrance led to the creation in 2008 of Paco Rabanne's revolutionary 1 Million. Until then, most masculine scents were related to love or sport. Puig sensed an
opportunity to exploit a desire that had previously not been tapped in fragrance: money, and the power associated with it.
The Puig specialty is capturing and bottling the dreams that fashion evokes, and the company progressively earned prestige in the sector for its talent as "novelists of scents" thanks to the impetus and passion of the team.
The year that 212 was launched, Enrique Puig also signed Antonio Banderas, at that time the only Spanish personality with international presence, to create fragrances with his name. Eleven years later, a similar relationship was established with another global figure of pop culture, the Colombian singer Shakira.