French cosmeceutical company Nuxe has hailed the success of an extensive series of activations and high-profile promotions that have run in travel retail through the first eight months of 2024.
The brand trained over 1,500 staff members in preparation for a wide-ranging pop-up campaign.
The activations were designed to enhance brand visibility and highlight Nuxe’s expanded product offering, moving beyond its well-known Huile Prodigieuse dry oil and introducing new lines such as the Nuxuriance Ultra Alfa 3R anti-aging range, the Hair Prodigieux haircare products and the latest addition to the Prodigieuse range, Huile Prodigieuse Or Florale.
The activation strategy commenced with the spring launch of Nuxuriance Ultra Alfa 3R in travel retail.
A prominent related activation was held at Paris Charles de Gaulle (CDG) Terminal 2E, where the brand owner (alongside partner Extime Duty Free, the JV between Groupe ADP and Lagardère Travel Retail) ran a high-profile promotion which highlighted Nuxe’s skincare expertise and featured premium materials such as gold accents and wood.
The high-profile promotion included educational elements which highlighted the similarities between retinol and Nuxe’s patented Alpha 3R technology. A scratch card promotion encouraged customer engagement and offered travellers a chance to win a deluxe sample of Nuxuriance Ultra, while Beauty Advisors wore green scarves to match the campaign colours.
Nuxe launched additional activations with partners at Rome Fiumicino Airport and Samaritaine Paris to highlight the Nuxuriance Ultra Alfa 3R range. These locations offered on-the-spot skincare treatments using cooling globes which enhanced the efficacy of the range.
Throughout the summer, Nuxe expanded its activation programme to airports in Belgium, Germany, Sweden, Finland, Iceland, Spain, Italy and The Netherlands. The brand also partnered with Brittany Ferries to showcase Huile Prodigieuse Or Florale in prominent locations onboard, including at arches and security gates.
At Paris Orly Airport, Nuxe launched its largest travel retail pop-up to date with Extime Duty Free. The 9sq m installation at Terminal 3, dedicated to Huile Prodigieuse Or Florale, ran throughout June.
Huile Prodigieuse Or Florale was promoted with a pop-up at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay from May through June. An interactive photo booth invited customers to take pictures with Nuxe products and share them on social media to receive a complimentary Nuxe sample. The Hair Prodigieux range, which marked Nuxe’s debut into the haircare category, was highlighted via a scratch card promotion offering samples from the haircare line.
Reflecting on the year’s activities, Nuxe Global Travel Retail Manager Caroline Goix commented: “This is the first year that we have carried out so many events; more than 30 across all operators combined.
“And the year is not over yet,” she added. “We are reactivating our anti-aging focus from September, promoting our anti-aging hero product, the Super Serum. In addition to once again using the same high-impact space in Paris CDG Terminal 2E, we will also take this activation into Dublin, Zürich, Basel and Brussels airports.
“The high-impact visibility and successful customer engagement of these activations have led us to plan the same heightened level of activity for next year and with a continued product focus on our two product pillars: oils and anti-aging.” ✈
