UAE. Lancôme Travel Retail, part of L’Oréal Groupe, has teamed up with Dubai Duty Free to launch the La Vie Est Belle Iris Absolu fragrance with a pop-up in Dubai International Airport (DXB) Terminal 3, which concludes today.
Lancôme has extended its best-selling La Vie Est Belle fragrance collection with La Vie Est Belle Iris Absolu. The new scent is ten times more concentrated than the original formula, with iris as the key note.
The fragrance is being supported by a dazzling new La Vie Est Belle campaign that features prominently in a high-profile digital media campaign at DXB {as reported, Dubai Duty Free, Dubai Airports and JCDecaux are partners in a powerful ‘Drive-to-Store, data-driven’ advertising offer at DXB}.
For the first time since the creation of La Vie Est Belle, the campaign brings together all of Lancôme’s brand ambassadors. It stars American actress Julia Roberts as the lead ambassador alongside Zendaya, Isabella Rossellini, Amanda Seyfried, Penelope Cruz, Aya Nakamura, Lily Collins and Ho Yeon.
https://youtu.be/tqySSfjJO6c
The campaign photos were photographed by renowned Italia fashion photographer Mario Testino while the campaign film was shot by rising filmmaker Emmanuel Adjei. The campaign song reinvents Louis Armstrong’s ‘What a Wonderful World’ as an empowering anthem sung by women for women. It was created by French producer Sebastian.
The La Vie Est Belle Iris Absolu pop-up engages with travellers, pre-, during and post-trip. It begins with an impactful pre-trip digital campaign. It redirects travellers to a dedicated landing page where they can plan their travels and learn more about the launch and pop-up experience. Afterwards, they are redirected to the Dubai Duty Free website.
At the airport, geo-targeted digital advertising drives traffic to the pop-up where travellers are immersed in the new campaign via high-profile ooh media.
Designed like an iris, the pop-up is a retailtainment showcase that brings the new fragrance to life with fun and interactive elements. Travellers can learn more about the scent by drawing a smile on a touch screen.
They can select one of Lancôme’s ambassador videos on an iPad and watch each ambassador’s inspiring testimonials as they share their own life experiences and personal journeys with Lancôme.
The ‘Atelier des Ailes’ workshop space is one of the standout elements of the pop-up. Here, travellers can personalise their La Vie Est Belle Iris Absolu fragrance bottles with a pair of bejewelled organza wings hand-embroidered for Lancôme by Parisian couture embroiderers Maison Lesage. The partnership combines the savoir-faire of the two maisons to offer a premium customisation experience.
Dubai Duty Free Senior Vice President Purchasing Sharon Beecham commented: “Engaging with travellers in a creative way both before and during their journey is a great way of building customer awareness and loyalty. We are excited to receive feedback on this launch and think our customers will enjoy the immersive experience.”
“Inspired by a collective vision of happiness, this new fragrance celebrates the power of Lancôme’s message and translates its unique vibration into scent,” added Lancôme TREMEAI General Manager Cédric Remeur.
“For this campaign, we have created a strong O+O customer journey with differentiated retailtainment and an exclusive partnership with Maison Lesage to showcase both the luxury profile and the French know-how of the two brands.” ✈
https://youtu.be/pzf9Kac6qSg
