AMERICAS. Lancôme Travel Retail, part of L’Oréal Groupe, celebrated its hero La Vie Est Belle fragrance franchise with an omnichannel takeover in Americas travel retail throughout April and May.
The campaign — which included premium retail experiences, ooh and digital media — ran in airports in Los Angeles, San Francisco, New York, Brazil and Argentina among others.
It was centred around the ‘Life is Beautiful’ fragrance campaign for La Vie Est Belle, which stars a diverse cast of inspiring women across ages and races.
The campaign brings together all of Lancôme’s Brand Ambassadors through the years. It features Julia Roberts, Zendaya, Isabella Rossellini, Amanda Seyfried, Penelope Cruz, Aya Nakamura, Lily Collins and HoYeon Jung.
The campaign photos were taken 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.
https://youtu.be/tqySSfjJO6c
Alongside the campaign, Lancôme showcased its new fragrance, La Vie Est Belle Iris Absolu, which boasts a higher concentration of Iris. At the pop-ups, travellers were able to learn more about the scent by drawing a smile on a touch screen.
Throughout April, Lancôme Travel Retail Americas hosted a 360-degree omnichannel takeover in various stores. It began with pre-trip digital communications where passengers were invited to discover the new campaign and visit Lancôme’s travel retail stores.
This was followed by an innovative media partnership with Uber which gave travellers a free coupon on their way to the airport. The coupon was redeemable in Lancôme’s duty free stores.
In-store, travellers discovered Lancôme’s hero La Vie Est Belle franchise through impactful and interactive shopping experiences. Highlights included the ‘Wall of Happiness’ where they were able to share what happiness meant to them.
Interactive olfactory tables presented all iterations of La Vie Est Belle, while digital screens broadcasted the new campaign.
The Atelier des Ailes workshop space was one of the standout elements of the pop-ups. Here, travellers were able to 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.
In May, Lancôme’s Life is Beautiful campaign was broadcast in high-profile ooh media across Los Angeles International, New York John F. Kennedy, Miami International and São Paulo Guarulhos International airports. The media campaign built awareness and spread the brand’s ‘Make Life Beautiful’ message to travellers in the Americas. ✈
