SINGAPORE. Lancôme Travel Retail Asia Pacific, part of L’Oréal Group, yesterday (9 September) revealed an immersive activation at Singapore Changi Airport Terminal 1, showcasing the world-exclusive, Changi-first launch of Génifique Ultimate Travellers’ Repair Clinic.
The pop-up, unveiled in collaboration with The Shilla Duty Free Singapore and Changi Airport Group, is open in departure transit’s Central Piazza until 15 October.
The launch ceremony yesterday was attended by local media and influencers, including Mediacorp artistes Rebecca Lim, Hong Ling and Ayden Sng; Mediacorp personalities Sonia Chew and Azura Goh; singer-songwriter Benjamin Kheng and actress Ferlyn G.
Génifique Ultimate Travellers’ Repair Clinic introduces passengers to the new Génifique Ultimate serum, highlighting advancements in skincare repair science.
The brand has also unveiled its first-ever AI travel beauty consultant – Génifique AI – taking a step towards personalised beauty.
Lancôme has become the first commercial brand to transform the Jewel Changi Airport skytrain, along with installing a pillar wrap in the Central Piazza.
An exclusive WeChat mini program rounds up the cohesive ‘Travel with Lancôme’ experience, enhancing engagement both offline and online.
L’Oreal Travel Retail Asia Pacific Managing Director Jesus Abia said: “At L’Oréal Travel Retail Asia Pacific, we are proud to invite you to experience this new Génifique Ultimate serum – the biggest renovation of our biggest icon in the beauty industry.
“Our commitment to pushing the boundaries is about both innovative skincare technology and creating immersive and transformative experiences that resonate with today’s travellers.
“By launching the Génifique Ultimate Travellers’ Repair Clinic at Changi Airport, we are redefining what is possible in global travel retail, demonstrating that Asia Pacific is at the forefront of merging advanced science with luxury and personalised service.”
A ‘tech-forward’ haven
Génifique Ultimate serum, an enhanced version of Lancôme Génifique serum, is supported by 27 years of research. It incorporates BetaGlucan-CM, an ingredient that boosts the skin’s ability to self-repair and recover from damage.
The brand noted: “This powerhouse ingredient proves to increase the skin’s capacity for self-repair and skin acceleration – repairing one year of skin damage in one week.
“The serum also takes a bold step in the post-procedure territory, with 100% agreeing that their skin feels soothed and witnessed improvements in their skin quality post-procedure (based on clinical studies, 120 women, 2 weeks).”
The product is available in a travel retail-exclusive 100ml size and a duo pack through The Shilla Duty Free Singapore.
The brand noted: “As travellers take on the world, they’re exposed to irregular changes in climate and environmental stressors, which may have detrimental effects on their skin.
“The Génifique Ultimate Travellers’ Repair Clinic aims to address these stressors, uncovering personalised skincare recommendations that best suit them.”
Upon entering the repair clinic, travellers encounter an LED hologram display of the Génifique Ultimate serum. The display provides a detailed, microscopic view of Beta Glucan.
Travellers can explore Lancôme’s ingredient story using an interactive, motion-sensored RFID display screen. By placing products on the screen, they can learn about the entire Génifique franchise.
Before departing, travellers can access complimentary skin services depending on their time at the airport.
Those with limited time can get a quick personalised skin analysis using the Lancôme Skin Screen. This technology identifies areas needing repair using the new Skin Quality repair filter.
Travellers with more time can experience the Génifique Ultimate serum through a ten-minute Pro Radiance Booster facial, which enhances the serum’s effectiveness.
Génifique AI interacts with travellers in English or Chinese, analyses their travel plans and identifies potential skin concerns, offering personalised skincare recommendations based on the analysis.
In addition to skincare, the clinic offers a complimentary nutrient and antioxidant-rich repair shot for overall wellness. Shoppers also receive a personalised Changi-exclusive luggage tag with every purchase.
The Shilla Duty Free Singapore Vice President Managing Director Jeff Lee said: “We are delighted to partner with Lancôme and Changi Airport Group to introduce the Génifique Ultimate Travellers’ Repair Clinic.
“This collaboration allows us to create unforgettable experiences that seamlessly blend retail and beauty, offering travellers a unique opportunity to indulge in cutting-edge skincare while on the go.
“At The Shilla Duty Free Singapore, we are committed to enhancing the shopping journey by bringing world-class brands and innovative concepts to our customers.
“This clinic is a perfect embodiment of that mission, providing an immersive and luxurious experience that will leave a lasting impression on every traveller.”
Taking the experience off-aisle
Lancôme’s integrated offline and online consumer ecosystem enables top-of-mind recall for Génifique Ultimate, targeting travellers in Singapore and beyond.
The WeChat mini program on iShopChangi allows users to be the first to sample the new Génifique Ultimate serum, aiming to drive conversion.
Lancôme has also curated discovery sets, allowing inbound travellers to purchase the serum as soon as they arrive in Singapore.
The brand is targeting travellers from Singapore Airlines and sister carrier Scoot through an innovative paid media campaign on Meta and Google Network in an industry-first collaboration with The Shilla Duty Free Singapore.
Lancôme has become the first to execute a nine-grid takeover on The Shilla Duty Free Singapore’s social media, alongside a takeover on iShopChangi and Changi Airport Group website.
The Changi Airport Group recently introduced its most exclusive tier, the Changi Rewards Monarch-tier clintele.
Lancôme has become the first brand to elevate the VIP experience for Monarch-tier clients by offering 100 clients to be the first in Asia to try the Génifique Ultimate serum. Additional offerings included personalised, one-on-one private sessions.
The brand is also leveraging the expertise of medical aestheticians to host its first expert demo live show.
Lancôme Travel Retail Asia Pacific General Manager Linda Wang commented: “At Lancôme Travel Retail Asia Pacific, the many ‘firsts’ in this Génifique Ultimate activation is only made possible by the strong tripartite partnership between Lancôme Travel Retail Asia Pacific, Changi Airport Group and The Shilla Duty Free Singapore.
“By combining Lancôme’s expertise in advanced skincare, Changi Airport’s commitment to enhancing the passenger journey, and The Shilla Duty Free’s dedication to exceptional retail, we have created a truly groundbreaking activation that sets a new standard for travel retail.
“Redefining our consumers’ travel experience with innovation, expertise and immersion – pre, during and post-trip.”
Changi Airport Group Head of Airside Concessions Chandra Mahtani remarked: “This activation presents a unique opportunity for Changi Airport travellers to not only be one of the first in the world to purchase the new Génifique Ultimate serum, but also enjoy a moment of reprieve and pampering experience at the innovative Travellers’ Ultimate Repair Clinic before their travel journey.
“We are also proud to offer our iShopChangi customers on the WeChat mini program and Changi Rewards Monarch members exclusive priority access to Lancôme’s latest product.” ✈
