#MakeSomeoneHappy: Lancôme blooms anew with global launch of La Vie Est Belle Flowers of Happiness at Changi

SINGAPORE. French luxury beauty brand Lancôme unveiled its new feminine fragrance, La Vie Est Belle Flowers of Happiness, in a major world-first launch at Singapore Changi Airport last month.

At the centre of this ambitious Trinity collaboration between Lancôme Travel Retail Asia Pacific, The Shilla Duty Free and Changi Airport Group was a pop-up store which ran from 23 July to 2 September. Located at Changi’s Terminal 3 Departure Transit Hall, it was designed to reflect the new campaign slogan, “Who will you make happy today?”

The Lancôme pop-up store at Singapore Changi Airport marks the first stop in the global roll-out of the new La Vie Est Belle Flowers of Happiness feminine fragrance.
The new campaign is supported by media advertising starring actress Julia Roberts.

Building on Lancôme’s ‘Declaring Happiness’ manifesto last year, the new campaign underlines the idea that “happiness is only real when shared”, and aims to champion the sharing of happiness with the new fragrance.

“Following a successful ‘Declaring Happiness’ campaign last year, we hope to ride on this momentum with the launch of the ‘Who Will You Make Happy Today’ campaign for La Vie Est Belle Flowers of Happiness L’Eau De Parfum here in Singapore as the first global stopover,” said Lancôme Travel Retail Asia Pacific General Manager Tao Zhang.

“La Vie Est Belle [a French expression meaning ‘life is beautiful’] is an icon that is very close to our hearts as it represents a creation that goes beyond being just a scent or a bottle; it is an olfactory sensation that evokes happiness. Having built the brand upon a philosophy of happiness and beauty, it is our hope that this campaign with the pop-up store concept will drive the most organic moments of empowerment by encouraging our consumers to share ripples of happiness with their friends and families,” she added.

“It is our hope that this campaign will drive the most organic moments of empowerment by encouraging our consumers to share ripples of happiness with their friends and families” – Tao Zhang

The newest addition to Lancôme’s La Vie Est Belle fragrance collection was specially developed for Asian consumers. Presented in a faceted bottle, Flowers of Happiness is made up of four flowers: peony, rose, jasmine and lily of the valley. It opens with notes of citrus and bergamot, complemented by a green pear accord. At the heart is a floral bouquet of rose, jasmine and peony, while base notes include sandalwood and musk.

The official launch of the pop-up store took place on 3 August, with on-location social media coverage provided by The Moodie Davitt Report* – the only travel retail media to be invited. The event was attended by representatives of Lancôme Travel Retail Asia Pacific, The Shilla Duty Free and Changi Airport Group, as well as six Key Opinion Leaders (KOLs) from China, Malaysia and Singapore.

https://www.youtube.com/watch?v=o4WnCrGoWX4

Speaking at the ceremony, Lancôme Travel Retail Asia Pacific Southeast Asia Area Manager Christine Yan highlighted the ‘Declaring Happiness’ campaign held at Changi T3 last year: “We are very honoured to bring you yet another exciting campaign right here at this same spot, in conjunction with The Shilla Duty Free and Changi Airport Group.

“Not only are we celebrating the world-first launch of Flowers of Happiness here at Changi Airport, we are also bringing happiness to a new level – we are moving from declaring happiness to sharing happiness with all… We would like to inspire travellers to make someone happy every day.”

Lancôme Travel Retail Asia Pacific Southeast Asia Area Manager Christine Yan: “We would like to inspire travellers to make someone happy every day.”
Trinity partnership: (L-R) Changi Airport Group General Manager of Advertising, Marketing and Promotions Edwin Lim; Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon; Lancôme Travel Retail Asia Pacific Southeast Asia Area Manager Christine Yan; The Shilla Duty Free Vice President of Global Merchandise Division Raelene Johnson; and The Shilla Duty Free Managing Director Phil Yoon.

Designed to take travellers on a “multi-sensory journey of happiness”, the pink and white themed pop-up store featured consumer-centric, digital and personalisation elements to encourage sharing.

One of the highlights was a cocktail bar serving four cocktail blends inspired by Lancôme fragrances: La Vie Est Belle Flowers of Happiness, Miracle, Miracle Blossom and Miracle Secret. Travellers were also entertained by flair bartending (‘flairtending’) performances and treated to complimentary mocktails from a mobile cart that went around the airport, including a special concoction that was released on 9 August to mark Singapore’s National Day.

(Above and below) Taking centrestage within the pop-up is a cocktail bar serving four different blends inspired by Lancôme’s signature fragrances.

Surprise ‘flairtending’ performances add retailtainment to the pop-up store.

The activation also included an interactive sampling machine that recommended Lancôme fragrances based on travellers’ personal preferences, and offered the fragrance samples in a pair for sharing with a loved one. A digital photobooth created user-generated photos and GIFs which travellers could personalise with a message and share on social media with the hashtags #LaVieEstBelle, #TravelWithLancome and #MakeSomeoneHappy.

Travellers who purchased Flowers of Happiness were offered a ribbon-engraving service, as well as the chance to create a bespoke fragrance gift at the gift personalisation station. As a giveaway initiative, the KOLs put together a customised floral gift box containing two bottles of La Vie Est Belle Flowers of Happiness for their social media followers.

Digital elements such as the photobooth encourage consumer interaction and social sharing.
(Above and below) The KOLs put together customised floral gift boxes for their social media followers at the pop-up’s gift personalisation station.

The Shilla Duty Free Vice President of Global Merchandise Division Raelene Johnson commented: “At Shilla, we are always trying to elevate the travel retail experience. We pride ourselves in not only having an exceptional and spellbinding range of brands and products, but also creating a 360-degree retail experience that customers have before, during, and after their purchase. I hope that the pop-up will delight all travellers with its interactive touchpoints and exclusive offerings, and at the same time create moments of happiness for all.”

Changi Airport Group Senior Vice President of Airside Concessions Teo Chew Hoon said: “Changi Airport is pleased to be Lancôme’s global choice to debut of its La Vie Est Belle Flowers of Happiness fragrance. This exclusive and multi-sensory pop-up activation is an excellent example of our close collaboration with retailers and brands to constantly offer novelty and surprise to travellers. The exclusivity of the Lancôme pop-up store both pampers and delights our discerning travellers, enhancing their entire journey as they travel through Changi Airport.”

*NOTE: The Moodie Davitt Report provided on-location coverage of the La Vie Est Belle Flowers of Happiness launch via Instagram Stories – check out the ‘Lancôme’ Story Highlight on our Instagram profile at this link.

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