L’Oréal Travel Retail has partnered with DFS Group to introduce the first-ever Lancôme pop-up space in Americas travel retail.

The LA Lip Art Academy pop-up, open through August and September, features at Los Angeles Airport’s Tom Bradley International Terminal (TBIT).

The 15sq ft pop-up invites travellers to experience trendy Lip Art looks using the brand’s products, attend make-up master classes with experts and make-up consultations.

L’Oréal said the pop-up is a call out to travellers to embrace the latest trends, products and make-up techniques

One traveller described the LA Lip Art Academy as “a beauty addict’s dream”

Visitors to the pop-up can buy the latest Lancôme lip products and record their make-overs before sharing on social media. LA-inspired gifts-with-purchase are offered such as mini canvas tote bags decorated with Lancôme’s exclusive LA Lip Art Academy looks, to & from tags, stickers, look cards, lollipops and lip masks.

The pop-up comprises a modular experiential concept space, which is said to break away from Lancôme’s traditional codes, and focuses on captivating younger generations. The space also aims to recreate the atmosphere of a ‘must-visit’ LA beauty space, said L’Oréal.

Learn from the experts: Ten-minute make-up master classes are offered daily

The experience begins in the first module which features an audiovisual environment showcasing the pop-up’s star products: the L’Absolu Rouge lipstick and Génifique serum. The second module 
offers “Lancôme LA Exclusives”, best-selling travel retail-exclusive sets along with tailor-made LA-inspired Lancôme looks designed exclusively for the pop-up.

The next two modules invite travellers to interact with its products via experiences. Shoppers can discover their perfect L’Absolu Rouge shade and finish (matte, cream or shine) and have the option to personalise the packaging via an onsite engraving service. To complete their immersive Lancôme journey, customers can take a selfie in the designated selfie stations and share them on WeChat, Snapchat & Instagram.

Terminal take-over: Digital signage raises awareness of the Lancôme brand and pop-up

The Lancôme LA Lip Art Academy pop-up experience ties together online and offline touch points to engage with travellers along their journey. Awareness is increased through offline campaigns including bounce back tickets with China 
Southern Airlines and online campaigns designed to use
 social media platforms to inform travellers of the event. Large digital displays at the entrance of TBIT highlight Lancôme’s take-over of the terminal.

L’Oréal Travel Retail said: “The Lancôme pop-up meets the expectations of the most demanding, make-up savvy travellers. The concept and design creates a lip art atelier accessible to world travellers with make-up expertise at the forefront.

“The space incorporates wooden floors to convey a high luxury feel and Lancôme’s unique sharing table to allow the discovery of Lancôme’s most iconic products. It is filled with unforgettable offers designed exclusively for this pop-up shop and topped off with Lancôme’s signature experts that conduct make-up classes every day of the month-long experience.”