NORWAY. L’Oréal Travel Retail has partnered with Tax Free Norway (the joint venture between Gebr. Heinemann and Norse Trade) for a 360° summer activation spotlighting Biotherm and La Roche-Posay at Oslo Gardermoen Airport.
Located in the departures terminal, the immersive campaign combines digital media with dual pop-up spaces to drive traveller engagement during the peak travel season.
Built around four immersive touchpoints, the activation brings together: sense of place, with skincare routines tailored to specific holiday climates; sense of service, offering expert dermatological consultations and UV diagnostics; sense of gifting, with exclusive summer rewards and personalised gifts; and sense of time, encouraging travellers to spend waiting time enjoying a refreshing self-care ritual.
A connected brand experience
Designed to bridge the distinct brand identities of Biotherm and La Roche-Posay, the retail concept features a fluid layout that supports a connected shopper journey.
High-impact floor graphics lead passengers through the activation, while bespoke curved fixtures and educational totems enhance visibility and engagement. Together, the physical and digital elements create an immersive brand experience that encourages travellers to stop, explore and discover.
Destination-led skincare routines
Biotherm’s activation delivers a destination-inspired personalised experience, with travellers guided towards skincare routines tailored to their holiday climate.
The activation opens onboard the Flytoget airport express train with dynamic video content before an offering of interactive games.
Travellers are then directed to the main podium, where they pair cities including Oslo, Copenhagen, Barcelona, Rome and Palma with one of five skincare ‘Flows’ – Pulse, Active, Power, Energy or Glow – to discover routines tailored to their travel destination.
Another key highlight is ‘The Drops’, a travel-exclusive (TREX) collection comprising five skincare essentials, including an Oslo-exclusive edition.
The activation is further enhanced by value-added gifts, including destination-specific Fitness City Guides and travel essentials, reinforcing Biotherm’s positioning as a travel companion throughout the holiday journey.
Expert-led skincare at departure
Designed around expert skincare consultation, the La Roche-Posay space combines dermatological education with interactive product discovery.
The podium encourages travellers to engage with the brand through personalised diagnostics and tailored skincare recommendations.
The UV Camera Corner provides real-time skin analysis to inform personalised suncare recommendations, with brand experts incorporating destination-specific UV guidance into each consultation.
The experience is supported by the ‘Summer Crew’ and brand mascots, while the retail offer spotlights the Anthelios UVMUNE 400 and Mela B3 ranges, complemented by travel-themed gift-with-purchase offers.
For maximum visibility, the activation is supported by a synchronised 360° media campaign that connects digital and physical touchpoints throughout the traveller journey.
Pre-flight communications direct travellers to the Tax Free Norway e-store, complemented by high-impact Digital Out of Home displays across the airport terminal and Flytoget station.
Influencer partnerships extend the campaign beyond the airport, strengthening engagement across the wider traveller journey. ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, wines & spirits distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
