UK. L’Oréal Travel Retail and Avolta are celebrating the success of their Mugler Alien Hypersense pop-up campaign at Birmingham and Stansted airports. The animation ran throughout April.
The campaign, described as a ‘journey of radical rebirth’, highlighted the Alien Hypersense Refillable Eau de Parfum.
The animation offered an immersive retailtainment experience with highlights including manicure stations and olfactive discovery. Travellers received alien-inspired manicures inspired by the fragrance and the Alien Hypersense campaign, starring American supermodel Anok Yai.
The pop-up featured a striking purple textured floor inspired by the Alien Hypersense flacon and on-counter staging that showcased the easy refill mechanism of the Alien Hypersense bottle.
The brand is a pioneer of the refill movement, introducing refillable formats for its Angel franchise in 1992.
A floor-to-ceiling digital screen injected further visual impact by showing the Alien Hypersense film campaign.
Mugler, known for its distinctive blend of creativity and innovation, is the only fashion brand owned by L’Oréal Group. It was founded by Strasbourg-born designer Thierry Mugler in 1973 and is known for its sensual, dramatic silhouettes and couture creations.
The visual campaign of the Alien Hypersense fragrance reflects the vision of current Mugler Artistic Director Casey Cadwallader which is centred on balancing beauty with sensuality.
Starring Anok Yai as her ‘bold, instinctive and authentic self’, it shows the supermodel heightening her senses and embracing her inner power.
Mugler Alien Hypersense is a woody floral fragrance that invites users to ‘unleash their inner alien’.
It opens with green mandarin and juicy pear accord top notes, followed by floral Jasmine Sambac heart notes and a Cashmeran, amber wood base. ✈
