Lancôme Travel Retail has taken its belief in deeply experiential activations to a new level with two recent campaigns – ‘Declaring Happiness’ and Holiday Wonders.
Below we bring you picture highlights of both initiatives. ‘Declaring Happiness’ is taking place now across Asia Pacific travel retail, and the Holiday Wonders pop-up store was launched in partnership with The Shilla Duty Free and Changi Airport on 8 October.
Of the Holiday Wonders pop-up, The Moodie Davitt Report Chairman Martin Moodie wrote recently: Anyone who attended L’Oréal Travel Retail’s insightful media conference at last week’s TFWA World Exhibition in Cannes will know how many key boxes this partnership ticks. Channel exclusivity? Tick. Personalisation? Tick? Social media interaction? Tick. Partnership with retailer and airport? Tick. Serving millennials looking for skincare and make-up? Tick. Click and collect? Tick. Customer engagement? Tick, tick and triple tick.
Such experiential, partnership-driven promotions are surely the way forward as travel retail constantly refines, even reinvents, itself, in a retail universe increasingly dominated by e-commerce and social and digital media. The message from industry leaders, such as L’Oréal Travel Retail Managing Director Vincent Boinay [reinforced during his outstanding contribution at the Trinity Forum in Bangkok this month), is that the fusion of the in-store experience with the reach, immediacy, engagement and networking capacity of social media offers a clear and encouraging road map to a vibrant future.
Declaring Happiness, bold in ambition, daring in its execution, deserves similar kudos. For once we’ll let the pictures tell the story.
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