GREECE. Giorgio Armani Beauty, part of L’Oréal Groupe, partnered with Dufry last month to launch an Armani Island activation in Athens Eleftherios Venizelos International Airport.
The animation ran throughout August and immersed travellers in a summer atmosphere while promoting Giorgio Armani Beauty’s key fragrance and makeup lines through interactive retailtainment elements.
These included a dedicated fragrance discovery zone, which invited travellers to discover the Armani Island fragrance selection. Travellers were able to choose their preferred scents from the diverse range with a special focus on the recently launched Acqua di Gio Parfum.
Inspired by the sea, Acqua di Gio is a masculine fragrance from Giorgio Armani Beauty. Another product highlight was My Way Parfum.
All fragrance bottles featured are refillable and designed to last. The formulations favour natural-origin ingredients that are responsibly sourced through local programmes and NGOs based on fairtrade principles.
Makeup lovers had plenty to discover at the Armani Island pop-up, which invited travellers to experiment with a number of Giorgio Armani Beauty summer makeup looks.
Expert Beauty Advisors were on-site to help travellers find their perfect shade from the Giorgio Armani Beauty Luminous Silk foundation collection, create their preferred makeup looks and recommend the right products to add to their beauty arsenals.
A digital entertainment zone was a standout element and featured a dedicated photobooth. To add an element of personalisation, travellers were able to write personalised postcards to send to their loved ones.
As a final flourish, visitors to the pop-up were given Giorgio Armani beach towels as a special and practical souvenir.
“We are very pleased to work on projects such as these, in this case with our great partner, the team at L’Oréal,” commented Dufry Head of Beauty EMEA Romina Gabarró.
“This thoughtful animation brought the Armani Island campaign to life, highlighting the whole fragrance collection, with the perfect backdrop of summer and the Mediterranean. The space was engaging, fun and on point for our travellers and we look forward to working together on more projects such as this.” ✈
