EUROPE. French dermocosmetics brand Nuxe rolled out a series of travel retail campaigns in September to promote additions to its Merveillance Lift range.
Spotlighting the Nuxe Day and Night Cream and Eye Lighter Serum, the promotions ran at key European airports, including Paris Orly, Nice, Amsterdam, Madrid, Barcelona, Milan Malpensa and Dublin. At Paris Charles de Gaulle Airport, a dedicated activation highlighted the Super Serum, complementing the launches.
Nuxe also showcased its Merveillance Lift anti-ageing range at the Eurostar station in Brussels, engaging travellers with the brand’s latest innovations in this high-traffic location.
Nuxe Day and Night Cream targets visible signs of ageing, improving wrinkles and firmness while brightening the skin, whereas the Eye Lighter Serum acts as a hybrid treatment to revitalise the eye contour.
These campaigns built on a summer of activations at over 15 airports, including Paris CDG, Paris Orly, Madrid, Barcelona and Lisbon, and extended their momentum into the TFWA World Exhibition in Cannes.
Activations featured Nuxe’s new Huile Prodigieuse Roll-On, Sun and Hair & Skin Mists, alongside cross-selling suggestions and guidance on combining new and existing products.
On its summer podiums, Nuxe presented two new Hair & Skin Mists, offering fresh scents and showcasing a complete hair and body routine with the popular ‘perfume gesture’.
A strategic summer roll-out saw key visuals from the Huile Prodigieuse Roll-On campaign displayed across key travel hubs, including Paris CDG, Paris Orly, Madrid, Barcelona, Lisbon and Rome.
Nuxe Global Travel Retail & Export Marketing Manager Ombeline Forbin said, “June to September saw a four-month period of sustained and exceptional instore travel retail presence for Nuxe, supporting some of our most innovative and sensorial product launches of the year.
“Amplified by dedicated training and BC reinforcement, we pushed retailtainment to the maximum during each activation, creating interactive elements to encourage passengers to stay longer in our spaces.
“A great example was a giant maze that we created with a playful activation where participants could win samples from the Hair Prodigieux range if the ball reached the bottom of the game in under ten seconds.
“The opportunity to win samples made the experience even more engaging, encouraging active participation from everyone who stopped by. It was a highly entertaining way to engage with our audience and generated real enthusiasm around the disruptive gesture of the Huile Prodigieuse Roll-Ons.” ✈
