Biotherm Homme gathers a crowd with grooming campaign

L’Oréal Travel Retail and Biotherm Homme recently hosted a major grooming campaign at airports in Barcelona, London and Copenhagen. The brand owner offered passengers a free barber service which included an application of Biotherm Homme Aquapower. On the first day, a queue of 15 metres was reported to have formed of men wanting to enjoy the grooming experience.

The promotion showcased images of David Beckham, the recently-appointed face of the brand. The moisturising face care line Aquapower has been repackaged.

Travellers could also test the products and enter a competition to win one of two footballs signed by David Beckham.

Biotherm Homme events also took place in travel retail in the Middle-East Africa region and were reported to be successful with men of all ages.

According to L’Oréal Travel Retail, “these very eye-catching stagings demonstrated that airport retailtainment is synonymous with a unique and attractive travel experience for flyers.”

The Biotherm/Beckham combination caused a real buzz at Heathrow Airport
The Biotherm/Beckham combination caused a buzz at Heathrow Airport
David Beckham welcomes travellers at Barcelona Airport
David Beckham welcomes travellers at Barcelona Airport
A customer enjoys a spruce up at Copenhagen Airport
Close shave: A customer is groomed at Copenhagen Airport

 

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