INTERNATIONAL. L’Oréal Travel Retail unveiled the Biotherm ‘Happy Blue Summer’ campaign in partnership with Gebr. Heinemann to support the skincare brand’s commitment to ocean preservation.
The sensorial campaign was supported by a 360-degree activation aimed at engaging travellers – online with a media funnel, and offline with a consumer-centric point of sale experience.
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Gebr. Heinemann Director Marketing Jens Peter Peuckert said: “The Biotherm ‘Happy Blue Summer’ campaign created engagement and excitement for the consumer, while also targeting the important topic of sustainability and the need to protect our oceans.
“We are very proud to collaborate with our longstanding partner L’Oréal on this kind of creative and conscious concept, keeping our promise of offering travellers a spectacular assortment and unforgettable experiences.”
L’Oréal Travel Retail EMEAI General Manager Flavien De Paillerets said: “These beautiful activations promote our Water Lovers commitment while putting the focus on our beautiful Biotherm IMOCA boat. This is important as it connects travellers with our brand commitments in an engaging way.
“Through this takeover, we invited customers to embark on a Water Lovers journey and go on a beautiful sailing adventure for the oceans this summer.”
Sailing for a cause
As reported in June, Biotherm kicked off the season with a retailer event in Aarhus, Denmark for the sixth leg of the Ocean Race. The Moodie Davitt Report was on location to learn about the brand’s sailing project and its related Water Lovers mission to protect the oceans.
Biotherm honoured its commitment by taking part in offshore racing with a sustainable vessel, the IMOCA sailing boat, contributing to ocean research. The Ocean Race ran from January to July and the Biotherm sailing team was the second to cross the finish line during the final leg in Genoa, Italy.
Biotherm’s Water Lovers commitment is made up of three pillars: producing responsible bioscience formulations, creating sustainable packaging and design solutions, and taking action to drive ocean conservation.
The brand partnered with scientific NGO Tara Ocean Foundation to place an automated plankton microscope – called the Imaging FlowCytobot (IFCB) – aboard the Biotherm IMOCA for the Ocean Race.
Blue beauty in travel retail
At Oslo Gardermoen, Munich, Vienna and Copenhagen Airports, the ‘Happy Blue Summer’ summer activations highlighted the Biotherm IMOCA boat and summer skincare essentials.
Biotherm offered retailtainment along with travel retail-exclusive offers in Oslo. In Vienna, passengers could immerse themselves in a virtual reality experience and become a part of the Water Lovers crew for a few minutes.
The ‘Happy Blue Summer’ pop-ups were coupled with expansive in-airport media campaigns. More than 42 million travellers were reached through 16 touch points across seven airports in Europe.
For a seamless offline plus online experience, travellers were targeted pre-flight and redirected to the retailer’s e-commerce website to purchase summer essentials. Inside the airport, they were targeted with a ‘drive to podium’ campaign.
In partnership with Travel Retail Norway, social media influencers were also involved in the campaign through a global seeding strategy. They received boxes with Biotherm summer skincare essentials and were invited to post about their ‘blue summer quest’. ✈
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