EUROPE. In what it described as an “impressive and exceptional” event, L’Oréal Produits de Luxe International started rolling out its new Lancôme Magnifique fragrance across the major European airports from September .
At Paris Charles de Gaulle and Orly airports the new fragrance was featured on 20 permanent billboards and 100 temporary billboards, of which 67 measured 1sq m and 33 covered 2sq m.
Salespeople in strategic locations sampled the fragrance and gave passengers an exclusive blotter as a gift: a pop-up card featuring the Magnifique bottle rising out of a Paris city background.
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C’est Magnifique – Clockwise from top: Lancôme Magnifique execution at Frankfurt Airport; Giant billboards outside Frankfurt Airport; Paris Charles de Gaulle 1F; sampling takes place at Paris CDGS3 with a blotter as a special gift |
Some 23 podiums dedicated to Magnifique were located in all the Aelia promotional sites, while additional spaces suh as wall bays and cashiers were used.
A FIRST FOR THE BEAUTY SECTOR
At the flagship terminal CDG2F 44 spotlights featuring the Magnifique and Lancôme logos swept the floor in front of the elevators, the ceiling and the pillars. The packshot and advertising visuals were projected on the ceiling.
The company said it was the first time a beauty products brand had created such an extravaganza before passengers entered a shopping area.
In Frankfurt a major media campaign staged Magnifique: 14 giant billboards and 50 city light billboards were located outside the airport at each entrance. Inside, in addition to the huge window in Terminal 1, the most luxurious podiums made Magnifique a real star, the company said.
In Lisbon, Amsterdam Airport Schiphol and London Heathrow Magnifique could be seen on podiums, TV screens and light boxes.
In France during the promotional event between 4 and 17 September the fragrance was the number-one female line. A similarly successful result was seen in Lisbon: the 50ml edp was the best seller between 25 August and 7 September.
Magnifique also took to the skies from October with a 42-second advertising film broadcast on all Air France flights. This is the only advertising film to be shown before all the new movies on 5,800 flights.
A captive audience of more than 1.5 million passengers would watch it until the end of the month, said L’Oréal Produits de Luxe International.
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