NETHERLANDS. L’Oréal Travel Retail has partnered with Kappé Schiphol and Amsterdam Airport Schiphol to unveil a festive animation from Armani Beauty.
The 25sq m ‘Armani Holidays’ pop-up was dressed in a sparkling red and gold colour palette and highlights Armani Beauty’s best-sellers. It ran throughout November.
A vibrant Ferris wheel installation sat at the centre of the pop-up and lit up the word ‘Armani’ in dazzling gold letters. Falling snowflakes decorated the animation’s transparent walls, while a holiday-themed red and gold entrance served as an ideal photo opportunity for travellers.
The animation was a retailtainment showcase and featured both offline and online gamification. The ‘Make a Wish, Spin the Wheel’ game asked travellers to spin the wheel and win a selection of gifts. After playing, they could either receive a pouch, makeup session or fragrance consultation as prizes.
Online, passengers were encouraged to play the ‘Illuminate the Wheel’ game. Passengers had to click on as many boxes on the wheel to win a selection of prizes. They could also access the game via a QR code at the pop-up.
Armani’s popular fragrance lines, Si, Aqua di Gio and My Way, were displayed prominently on one side of animation alongside the relaunched Code fragrance franchise. Armani Beauty’s best-selling makeup lines were showcased on the other side of the pop-up. These included the Luminous Silk, Lip Power and Lip Maestro lines.
Shoppers could choose from four different holiday makeup looks and get the looks applied by an on-site Armani Beauty expert. The journey concluded at the gifting station where visitors could choose from pre-wrapped gift sets or personalise their purchases with festive sleeves and premium wrapping.
The pop-up was supported by a digital Armani Holidays campaign in partnership with Schiphol Media that engaged with travellers pre-, during and post-trip. The campaign targeted passengers pre-trip and encouraged them to visit the pop-up. It also geo-targeted passengers who were near the airport to drive traffic and footfall to the pop-up.
Passengers who were already in Amsterdam Airport Schiphol were targeted with QR codes to access the Illuminate the Wheel game. Offline, high-profile ooh media advertising across the airport directed them to the pop-up and Armani Beauty stores.
Commenting on the campaign, L’Oréal Travel Retail EMEAI Managing Director Niels Juhl said: “We are very proud to showcase our immersive pop-up by partnering with Kappé at Schiphol to feature Armani Holidays in a luxurious set-up. What a brilliant set-up to welcome world travellers and to kick off the festive season the Armani way.”
Kappé Schiphol Buyer Bastiaan Parson added, “Kappé is thrilled to have partnered with the L’Oréal Travel Retail EMAI to activate this exquisite Armani Gifting event during the pre-holiday season together with Schiphol Media. This collaboration between all the teams has provided us with this great activation that will captivate the travellers’ attention.”
