AMERICAS. L’Oréal Travel Retail Americas last month launched a series of airport activations to celebrate the tenth anniversary of Lancôme fragrance line La Vie est Belle.
The brand owner has partnered with DFS at Los Angeles International Airport and Dufry at São Paulo, Rio de Janeiro, Buenos Aires, Mexico City, Santiago de Chile and Montevideo airports for a 360-degree campaign that it described as “exciting, interactive and personalised”.
The campaign deployed digital and out of home media to generate traffic to stores with an updated La Vie est Belle ad featuring actress Julia Roberts. The fragrance offer has been enhanced with a refillable 150ml version and a refill tube for a more sustainable approach, said L’Oréal Travel Retail Americas.
In airport stores across the Americas, the full La Vie est Belle assortment is available through a discovery table, complete with interactive diffuser. The fragrance bottle has been magnified, and a personalisation station allows customers to “dress their bottle with couture wings of happiness”, added the brand owner.
