Lancôme has begun a blockbuster travel retail roll-out and activiation campaign of its newly formulated Advanced Génifique Serum, following the domestic launch last month.
The launch is a top priority for L’Oréal Global Travel Retail. As reported, the new serum’s introduction coincides with the tenth anniversary of the hugely successful Advanced Génifique. The original line had sold over 25 million bottles worldwide by the time the line extension was announced in July (and probably a lot more since based on our recent Jessica’s Secret Index skincare rankings).
Advanced Génifique will be highlighted in travel retail, particularly from October, through a series of eye-catching pop-ups in Asia Pacific locations (for example within the atrium space at T Galleria Beauty By DFS, Hong Kong, Causeway Bay). An innovative 3D media campaign will also be launched in selected Asia Pacific locations
The new formula is the culmination of 15 years of microbiome research — and delivers essential resources such as sugars, amino acids, and lipids to help protect, regulate and repair skin. The prebiotics provide a vital source of nutrients for microbiome bacteria, while the probiotics provide overall skin health benefits.
A ground-breaking beauty discovery The microbiome is a symbiotic living ecosystem of microorganisms in human skin, which is vital in maintaining the skin’s natural defences and regenerative qualities. When one’s microbiome is balanced, the skin is able to protect, regulate, and repair naturally. Lancôme said that microbiome research is the future of the skincare and cosmetics industry. The company has invested heavily in research, exploring the relationship between the microbiome and skin quality. The research team consists of 50 experts from different scientific fields. “We know that microbiome science is a promising new field of research, that has the potential to offer endless possibilities in terms of our overall health and skincare,” said Lancôme International Global Brand President Françoise Lehmann at the time of launch. “That’s why we are very proud to launch the new Advanced Génifique, which harnesses microbiome science and the research conducted by our own teams, in collaboration with the world’s leading scientific experts,” she added. |
