L’Oréal Travel Retail is celebrating the success of a whirlwind Americas tour for its Armani World Cinema pop-up series.
The Armani Cinema World Tour began in Rio de Janeiro, Buenos Aires, and Santiago de Chile in June, followed by Montreal in July. According to Giorgio Armani Travel Retail Americas General Manager Mauricio Padilla, the campaign’s South America leg was a resounding success.
He said: “Armani Cinema has already been a game changer in Dufry South America where we achieved historical results with the highest market share in Dufry, and highest market share for the brand in three years.”
The blockbuster tour continued with a red carpet screening of the film Lan Xin Da Ju Yuan (Saturday Fiction) during the 76th Annual Venice Film Festival in September. The film was directed by Chinese director Ye Lou – who is known for films such as ‘Suzhou River’ and ‘Mystery.’ The screening was attending by Chinese KOL Iris Daily who shared her Armani Beauty experience with her fans.
The campaign continued in North America where L’Oréal Travel Retail launched two Armani Cinema pop-ups. The first was the Armani Cinema Los Angeles pop-up in the DFS store at Los Angeles International Airport’s Tom Bradley International Terminal, and the second was the Armani Cinema Toronto pop-up with Dufry at Toronto Pearson International Airport Terminal 1.
“Armani Cinema has already been a game changer in Dufry South America where we achieved historical results with the highest market share in Dufry, and highest market share for the brand in 3 years” – Giorgio Armani Travel Retail Americas General Manager Mauricio Padilla
The Armani Cinema Toronto installation was celebrated with a glamorous launch event on 11 October. It was attended by Canadian Influencer Cher Bai; Chinese KOL Iris Daily; and VIPS from Armani Beauty, L’Oréal Travel Retail, Dufry and Toronto Pearson Airport.
During the event, L’Oréal Travel retail Americas CEO Yannick Raynaud said that the event’s success was an excellent example of a great Trinity partnership. She said: “We are delighted to introduce the fabulous Armani Cinema experience to the travellers of Toronto Pearson. Much more than a pop-up, this is a celebration of the first Trinity partnership done between the Airport of Toronto, Dufry and L’Oréal, where we leverage each other’s assets and expertise, to create a superior experience for the traveller and increase the value chain for all.”
According to the brand, the Armani Cinema concept is a reflection of Giorgio Armani’s love for Hollywood glamour. The design of the striking animations was inspired by a classic movie theatre-setting; and offered a playful multi-sensorial Armani Beauty experience. Some key design details included the elegant Hollywood marquee and the red carpet which led to the fragrance and makeup discovery zone.
The stylish animations showcased Armani Beauty’s star makeup and fragrance lines. Travelling shoppers were given movie tickets, which gave them the chance to receive personalised make-up consultations and create their own customised movie photos. As a final personalisation element, guests were also able to customise their purchases at the engraving station.
Before their arrival to LAX and Toronto customers were engaged via several digital touchpoints. These included special offers, geo-targeted social media ads and KOL promotions.
Armani Travel Retail Americas also created a tailor-made KOL strategy that maximised the relevance of its KOL campaigns based on the nationality of its targeted customers. The strategy extended the focus from Chinese travellers to include American and Canadian travellers as well. American KOL Chriselle Lim, Canadian KOL Cher Bai,and Chinese KOL Iris Daily were tapped to engage with travelling shoppers at every location of the Armani Cinema World Tour.
