TÜRKIYE. L’Oréal Travel Retail has partnered with Unifree Duty Free for a blockbuster Lancôme summer activation at Istanbul Airport.
The Les Ô de Lancôme campaign combines fragrance discovery, make-up services, personalisation, cross-category merchandise, gamification and food & beverage-inspired elements in a playful and immersive environment.
The concept is inspired by the sun-drenched spirit of the French Riviera and features bold pink and white stripes and summer motifs.
It is built around three core pillars: high-impact colour, summer codes and high-impact retailtainment.
A large-scale digital out-of-home (OOH) media display with the message ‘Lancôme in the mood for summer’ introduces travellers to the campaign as soon as they enter the terminal.
At the pop-up, travellers can take part in a Spin the Wheel experience. The game matches their moods with corresponding Les Ô de Lancôme summer mists.
Participants receive a bracelet linked to their mood, whether they are happy, energised or seeking harmony.
The fragrance discovery zone continues the summer theme with granita-inspired displays and a menu that illustrates the composition of each mist.
Elsewhere, crushed-ice visuals and interactive ‘Smell Me’ elements encourage travellers to explore the scents in a playful way.
Lancôme’s beauty offer shines at a dedicated Make-up Bar, where travellers receive one-on-one consultations to help them create summer beauty looks.
Personalisation also plays a key role in the experience. Travellers are able to decorate a travel retail-exclusive (TREX) Summer Cup or Lancôme Juicy Tube with a selection of summer-themed stickers.
The experience concludes in a lounge area which featured a ring-toss game that gives travellers the opportunity to win a selection of Lancôme gifts.
Notably, a selection of TREX sets are available at the pop-up. These include a beauty essentials kit designed to be used on-the-go and a set which comprises hydration-focused products for inflight use.
L’Oréal Travel Retail said: “Demonstrating a best-in-class customer path, the Lancôme summer activation immersed travellers in a vibrant world of pink-and-white stripes, seamlessly guiding them from discovering refreshing granitas and exclusive mists to hands-on customisation stations and playful gaming areas.
“By combining attractive travel-exclusive offers, engaging activities and energetic merchandising, this pop-up successfully maximised customer engagement and reinforced Lancôme’s brand desirability in the travel environment.” ✈
