French dermocosmetics brand Nuxe has rolled out 12 high-profile promotions dedicated to its anti-ageing range across key European airports in the first half of 2025.
The activations represent the next phase of a retail activation transformation that began in 2024 and saw Nuxe focus its pop-up agenda on the anti-ageing category.
January and February saw high-profile Nuxe podiums and gondolas in Paris Charles de Gaulle, Paris Orly, Brussels, Frankfurt, Barcelona, Madrid, Milan and Schiphol airports.
They showcased Nuxe’s latest anti-ageing innovations in a premium setting. A signature gold colour scheme reinforced the brand’s prestige image and provided an eye-catching backdrop for its hero lines including the Super Serum [10] and the newly launched Nuxuriance Ultra Exceptional Day & Night Cream.
From March to May, the brand ran retailtainment-led activities to support Nuxuriance Ultra. Beauty consultants invited travellers to draw motivational quote cards featuring the word ‘Exceptional’ to link in with the Exceptional Day & Night Cream Nuxuriance Ultra.
In addition, customers could enjoy tailored product testing and samples.
The roll-out continued the brand’s 2024 strategy to focus its airport activity exclusively on the anti-ageing category supported by premium gifting and innovative in-store mechanics.
Nearly 700 beauty consultants were trained to guide passengers through the Nuxe podium experience and showcase the anti-ageing range. Depending on travellers’ specific needs, the consultants recommended streamlined routines with Super Serum [10] and the Exceptional Eye Cream. They also offered more specific solutions addressing concerns such as firmness, radiance, and day vs night care.
Nuxe Global Travel Retail Head of Sales Camille Cordier commented, “Our unique expertise in skincare is enabling us to deliver highly effective, natural and sensorially rewarding anti-ageing formulations.
“This, alongside the supporting high-profile airport presence that we continue to invest in, are proving incredibly successful in attracting consumers keen to learn about these products. The instructive engagement that they offer is also proving equally effective at converting interest into purchase.”
Nuxe says that 71% of women are now seeking visible anti-ageing benefits from the first application. To address this, Nuxe’s travel-exclusive skincare portfolio was designed to cater to multiple anti-ageing consumer profiles.
The Prodigieuse Boost tackles the early signs of ageing, while Merveillance Lift addresses wrinkle reduction. The Nuxuriance Ultra Alfa [3R] line, launched in 2024, adds a new dimension by offering a range of six potent anti-ageing products crafted using green technology. ✈
