The Armani Island animation took place from August 1 through August 31
Giorgio Armani Beauty, part of L’Oréal Groupe, launched its 2023 summer campaign with the Armani Island animation at Athens International Airport Eleftherios Venizelos (ATH).
The animation took place from August 1 through August 31, and is the result of a long-lasting partnership with Dufry. The setting aimed to foster an emotional connection while optimizing awareness of flagship products. Meanwhile, the floral theme accentuated Armani's range of fragrances and makeup by using 360° activations that envelop the space with empowering messages, vibrant imagery, and engaging components, all designed to spotlight Armani's renowned products.
A dedicated discovery zone welcomed customers to explore the Armani Island fragrances, allowing them to identify the scent they prefer from a diverse range that includes iconic franchises from Armani's portfolio. The animation has showcased the recently launched Acqua di Gio Parfum which encapsulates the very essence of the sea and the new feminine fragrance My Way Parfum which captures a new vision of femininity, that is both profound and free-spirited.
Reflecting Armani’s long-standing commitment to sustainability, the fragrances bottles are refillable and designed to last. Additionally, in the fragrances’ composition, Armani favors using natural origin ingredients that are responsibly sourced through local programs based on fair trade principles, in collaboration with local NGOs.
Moreover, with the aim to create desirability with a wide makeup offer travelers were able to draw inspiration from and were encouraged to experiment with various Armani makeup summer looks that feature some of the most iconic Armani makeup products. Leveraging the expertise of Beauty Advisors (BAs), customers were presented with the chance to not only seek tips and guidance, but also to delve into innovative approaches for expressing themselves.
Armani remains committed to transforming the beauty experience at every touchpoint with its consumers. In line with this commitment, the BAs were also available to help travelers in discovering the perfect tone of the renowned Armani’s Luminous Silk Foundation.
A digital entertainment zone with a dedicated photobooth
The ultimate objective was to deliver an immersive and individually tailored customer experience. To share the spirit of the Armani Island campaign, a digital entertainment zone was featured with a dedicated photobooth where customers could take a photo home. Afterwards, customers had the option to write down a personalized postcard and to send it to their loved ones.
Finally, travelers were able to leave from Armani Island with a distinctive Armani beach towel, serving as a pleasant and practical souvenir to commemorate their vacation.
Romina Gabarró, Head of Beauty EMEA at Dufry, said, “We are very pleased to work on projects such as these, in this case with our great partners, the team at L’Oréal. This thoughtful animation brought the Armani Island campaign to life, highlighting the whole fragrance collection, with the perfect backdrop of summer and the Mediterranean. The space was engaging, fun and on point for our travelers and we look forward to working together on more projects such as this.”
