Lancôme rolled out a series of activations to bring its Domaine de la Rose to life at 40 airport locations across the EMEA region throughout the peak summer travel period.
The Summer Journey in Provence campaign highlighted the brand’s strong ties to the history of French perfumery, which began in Grasse.
The key design concept was inspired by Lancôme’s Domaine de la Rose farm which it acquired in 2019.
The horticultural estate located in Provence in Grasse represents the brand’s commitment to sustainability. It features the largest and oldest organic rose fields in Grasse and has been a pioneer of organic farming for more than eight decades.
The omnichannel campaign immersed passengers through various stages of their journey.
Among the highlights of the campaign were interactive olfactory tables, offering travellers the opportunity to discover key ingredients used for each fragrance and learn about the brand’s cherished perfume heritage.
The campaign also put a strong focus on Lancôme’s sustainability commitment. The interactive table promoted the brand’s eco-friendly extraction process to preserve Provence for generations to come.
Virtual reality (VR) experiences were additional features at the activation, giving travellers a realistic digital journey to the Domaine de la Rose to further explore the brand’s sustainable practices.
Using VR headsets, visitors embarked on a “sensory journey” through the flower fields, complete with the scent of blooming roses.
The promotional space also included gaming elements to highlight the importance of sustainable practices.
In addition, Lancôme offered customers a chance using VR to try on different makeup looks linked to each fragrance using its virtual makeup products.
Staying true to its commitment to the environment, the brand introduced sustainable wrapping and gifting options, with the use of the Japanese art of furoshiki.
Lancôme describes the animation concept as a turning point in how brands engage with consumers.
Through this immersive activation, the company noted that it was able to build a deeper connection with its audience while highlighting its sustainability efforts. ✈
