US. L’Oréal Global Travel Retail Americas has partnered with DFS in exclusive Lancôme x Chiara Ferragni promotions at Los Angeles International Airport (LAX) and at T Galleria by DFS, Hawaii.
Described as a “perfect illustration of successful retailtainment”, the Lancôme x Chiara Ferragni makeup collection was released earlier this year. Ferragni, an Italian fashion blogger and entrepreneur who boasts over 16 million followers on Instagram, is Lancôme’s global muse.
According to L’Oréal, Ferragni shares the brand’s belief that “happiness and beauty go hand-in-hand”. The collection is based on her own make-up looks, with the hero product a new Flirting Palette for lips and face. The product has a strong Instagram allure thanks to the sparkling effects combined with the Chiara Ferragni Collection’s eyes logo.
L’Oréal said the promotions with DFS, which ran throughout August, “created a real buzz” at the travel retailer’s stores and every palette was sold out within days.
At T Galleria by DFS, Hawaii customers were offered the chance to win a palette signed by Ferragni in a raffle. The activation included GWP offers and Lancôme Make-Up Artist Richard Zhang provided tips on how to achieve the Ferragni look.
“This exclusive partnership enabled Lancôme to gain greater visibility thanks to the specially dedicated spaces within the ‘First Class Beauty’ event that DFS highlighted during this very busy period of the year,” L’Oréal said.
“The reveal of this collection had an amazing impact on the Lancôme image: it made the brand feel even more modern, created excitement and recruited new customers.”
