INTERNATIONAL. Lancôme Travel Retail, owned by L’Oréal Groupe, is celebrating the milestone tenth anniversary of its hero fragrance La Vie Est Belle with a takeover at selected locations in its Europe, Middle East, Africa and India (EMEAI) travel retail region.
The campaign tagline is ‘Life is what you make of it, make it beautiful,’ representing Lancôme’s new interpretation of happiness.
The omnichannel campaign is engaging with travellers through digital and ooh media advertising throughout EMEAI.
With airport and retailer partners, Lancôme launched pop-ups at Paris Charles de Gaulle Terminal 2F and Barcelona El Prat Airport Terminal 1 respectively. These opened in October and are running until the end of January.
The pop-ups are fashioned as 2.5 metre giant bottles of La Vie Est Belle. Inside, shoppers can discover the fragrance through multi-sensory product discovery featuring five immersive ‘Happiness Capsules’. They can personalise their experience with a bespoke message and share the video with their loved ones online.
They can also download the Happiness Capsules to continue their Lancôme La Vie Est Belle experience during their flight.
At the ‘L’Atelier des Ailes’, shoppers can personalise their La Vie Est Belle bottles with a pair of bejewelled organza wings, hand-embroidered for Lancôme by Parisian couture embroiderers Maison Lesage. The partnership marries the savoir-faire of the two French houses to offer premium personalisation at the pop-ups.
Lancôme TREMEAI General Manager Cédric Remeur commented: “Celebrating ten years of La Vie Est Belle in Paris is absolutely about Sense of Place. For this occasion, we have created a strong O+O customer journey with differentiated retailtainment and an exclusive partnership with Maison Lesage to showcase both the luxury aspect and the French know-how of the two brands.”
La Vie Est Belle translates to ‘Life is beautiful’. The eau de parfum opens with pear and blackcurrant top notes, orange blossom, jasmine and iris heart notes, with base notes of patchouli, praline, vanilla and tonka bean. It was originally launched in 2012 and has since become Lancôme’s signature scent. ✈
