Shiseido has turned Los Angeles International’s (LAX) Tom Bradley International Terminal red in the beauty brand’s first US airport activation.
Shiseido teamed up with US commercial design and brand consultancy Bloom Miami for the high-visibility campaign. It showcased the Japanese house’s new lipstick formula Rouge Rouge, a collection of 16 shades focusing on the colour red.
The promotion featured four 55-inch LED screens, which displayed the lipsticks as animated patterns that changed according to the movements of people standing in front of them.
Travellers were offered recommendations to help find the ‘perfect’ red lip. Shiseido claims that its Vibrant Red Color Technology combines optimal pigments and light technologies to create the ideal red lip for every skin tone.
The installation featured a ‘Find Your Rouge Rouge’ iPad app, on which travellers could create and download a digital portrait, available for social media sharing using the hashtags #rougerouge2016 and #shiseidored.
Bloom Miami Partner Darin Held said: “Disruption has become the new buzz word in travel retail marketing and what better way to disrupt and engage than to activate at the bottleneck of the main entrance leading to the TBIT international gates? Also, the brands can now sell from the activation platform in addition to sampling – this is a new and exciting proposition for our clients.
“Not only are they getting incredible brand exposure, but also a direct and measurable return on investment. Airport retail has become more premium and experiential over the past few years. Our clients are not only looking for innovative ways to attract customers but to also cultivate brand loyalists.”
