L’Oréal Paris has launched its first-ever media campaign in travel retail, at Paris Charles de Gaulle Airport and Singapore Changi Airport.

The campaign, running for three months, features L’Oréal Paris’s new Color Riche Shine lipstick on a 24-metre-long screen in Charles de Gaulle Terminal 2E Hall K. The lipstick is also displayed on large panels at Changi Airport.

High impact: L’Oréal Paris’s first travel retail media campaign catches the attention of passengers at Paris Charles de Gaulle Airport (above) and Singapore Changi Airport (below).

“Against a backdrop of increasing democratisation for travel, L’Oréal Paris, the beauty sector’s leading brand, synonymous with made-in-Paris chic and accessible luxury, plays a major role in meeting travellers’ different aspirations,” said L’Oréal Travel Retail. “It is the ideal offer for middle-class travellers, particularly from China, who are now the drivers for the brand’s growth.”

Color Riche Shine was created in response to the trend for plump, lacquered and ‘intensely’ pigmented lips. The lipstick is said to provide lips with a shiny, moisturising and lacquered finish. 20 shades are available and the lipstick is endorsed by models such as Luma Grothe, Maria Borges and Barbara Palvin.

Statement shine: Color Riche Shine comes in 20 different shades.