QATAR. L’Oréal Travel Retail and Qatar Duty Free recently hosted an immersive ‘In the Spotlight’ pop-up activation for Armani Beauty.
Having appeared previously at events such as the Berlinale International Film Festival earlier this year, the cinema-inspired activation made its travel retail debut at Hamad International Airport in August.
Positioned in the South Node beside the airport’s Lamp Bear sculpture, the pop-up featured a dramatic studio umbrella, framed by spotlights, a design element favoured by Giorgio Armani himself. Bathed in the signature Armani red, the space recalled “the magic of a film set” and invited every traveller “to enjoy their own spotlight moment”, according to the brand owner.
The circular, studio-inspired space offered two discovery zones. At the makeup discovery bar, travellers were introduced to three cinematic Armani looks, with the opportunity to experience professional makeup services. The bar also highlighted Vertigo Lift Mascara, a new clump-free formula that delivers lashes that look over 70% longer.
The fragrance discovery bar showcased the complete Armani fragrance collection, anchored by a sculptural stone centrepiece with all 16 Armani/Privé Haute Couture fragrances. Special attention focused on two major launches: Si Passione Red Musk and Cuir Nu, the latest Armani/Privé creation.
Spotlight experience
After a cinematic photocall beneath the umbrella, travellers who visited the space were invited through the studio arena, before taking a professional portrait session. Each visitor received a digital portrait via QR code along with gifts with purchase, presented in luxury wrapping.
The personalised consumer experience began before arrival at the airport, with targeted CRM campaigns sent to members of both Qatar Duty Free and Qatar Airways’ loyalty programmes.
These communications invited travellers to experience the In The Spotlight activation upon arrival, generating pre-journey excitement and engagement.
At the airport, strategically placed digital content drove traffic to the pop-up. In parallel, paid media campaigns on Meta and TikTok targeted confirmed travellers online, while a partnership with Ctrip extended visibility to international audiences.
Two hours before departure, Qatar Airways’ mobile app sent personalised notifications, inviting passengers to visit the activation and receive exclusive gifts based on their loyalty status.
A statement said: “This activation represents a pioneering collaboration between Armani Beauty, L’Oréal Travel Retail, Qatar Duty Free, Qatar Airways and Hamad International Airport. This five-way partnership demonstrates how uniting all key stakeholders creates a truly holistic customer experience that transforms travel into immersive encounters.”
They noted that the campaign also underlined Hamad International Airport’s status as “a destination for luxury beauty discovery”.
Reinforcing its links with the world of film, Armani was also official beauty sponsor of the Venice Film Festival in September and the Rome Film Festival in October. ✈
