USA. L’Oréal Travel Retail has partnered with DFS Group in a high-profile, technology-led Lancôme activation at Los Angeles International Airport (LAX).
It launched on 3 February and runs until the end of March.
The LAX activation embodies the beauty group’s ‘Seize what is starting’ mantra, which sees it embrace beauty innovation and tech-driven omnichannel experiences. The animation invites travellers to engage with Lancôme through interactive product discovery, personalised skin diagnostics and experiential retail elements.
It is supported by a high-profile OOH media campaign at LAX, designed to maximise exposure and ensure 100% passenger traffic penetration, the company said.
At the heart of the activation is a striking 3D-printed face installation which draws attention to the Génifique Ultimate skincare display.
At the pop-up, testers and a large-scale dummy bottle encourage product discovery. Travellers can explore the latest iteration of Génifique Ultimate, now presented in a refillable packaging format.
Lancôme introduced Génifique Ultimate travel retail-exclusive formats to meet the needs of frequent flyers, who often face environmental stressors such as dehydration and fatigue. The serum is available in a 100ml bottle, a Duo Serum set and a full skincare routine set.
A standout element of the LAX activation is the Lancôme Skin Screen consultation, an advanced skin analysis service that delivers personalised diagnoses in under three minutes.
Led by Lancôme skincare expert Julieta Chakarova, the consultations have led to increased basket sizes with an average of three or more products purchased per transaction, the company said.
To enhance the luxury retail experience, Lancôme is offering flash facials, providing a moment of relaxation for travellers amid the busy airport.
In addition, customers receive a gift with purchase featuring a complete travel-ready Lancôme skincare set.
“With this animation, we mean to reinvent retailtainment in airports. We want to deliver innovative concepts that put our customers at the centre,” commented Lancôme Marketing Director Loubna Benzakour.
Lancôme Brand General Manager Martin Ortiz de Rozas added: “The Génifique Ultimate experience at LAX sets a new benchmark in travel retail, offering busy passengers a seamless and effective way to achieve their skincare goals while on-the-go.”
Lancôme Director of Retail Design Quentin Blanchard added: “The Lancôme Génifique podium experience at LAX was designed to create a compelling and personalised customer journey centred around our latest scientific skincare discovery.”
Backed by 27 years of research in repair science, the Lancôme Génifique Ultimate serum offers a dual-action repair formula enriched with Beta Glucan-CM. It is designed to reinforce the skin’s moisture barrier and accelerate surface renewal.
Clinical tests have demonstrated a +93% improvement in skin barrier repair within one hour. ✈
