US. Lancôme and DFS have partnered to launch the immersive Idôle pop-up at Los Angeles International Airport (LAX). It launched on 18 September and will run until the end of October.
The Idôle pop-up is an omnichannel showcase, seamlessly connecting with customers’ journeys through various online and offline touch points.
The brand company dubbed the pop-up ‘a 360 ̊ brand experience.’ It offers tailored social media ads, exclusive DFS offers, and geo-targeted marketing campaigns that are specific to shoppers in LAX.
Lift&Learn technology elevated the shopping experience as every bottle of Idôle activated exclusive interactive content. The content invited customers to discover the story behind Idôle’s fragrance notes, its unique bottle design, and behind-the-scenes footage of Zendaya’s Idôle campaign video shoot.
Customers can also earn personalised gifts with purchase at the pop-up. These include engraved fragrance bottles, and customisable mantra tote bags. The Idôle experience is completed at the LA photo-booth, where shoppers can take personalised GIFs and share their Idôle mantra with family and friends.
Outside of the pop-up, LAX has also become a blank canvas for extensive digital advertising. Giant digital display screens were spread across the airport promoting Lancôme Idôle and increasing awareness of the pop-up.
Lancôme Travel Retail Americas General Manager Floriano Marrone said: “As Lancôme, we want to pioneer in creating unique and immersive consumer experiences throughout travel retail in the Americas.
“With our latest fragrance launch, Idôle, we elevated the traditional product journey and created a complete consumer immersion based on strong interactivity with innovative digital activation and unique customisation”
