Lancôme celebrates 10 years of iconic La Vie Est Belle fragrance with DFS and Dufry

Lancôme is marking the tenth anniversary of its iconic La Vie Est Bele fragrance with the opportunity for travelers to customize the bottle

Lancôme is celebrating 10 years of its number one fragrance La Vie Est Belle with activations in Los Angeles, Sao Paulo,Rio de Janeiro, Buenos Aires, Mexico City, Santiago de Chile, Montevideo and Lima, through apartnership with DFS and Dufry. Aiming to build a unique, memorable experience for itsconsumers, the campaign offers premium interactive and personalized retailtainment. The 360 campaign has deployed digital and out-of-home media to generate trafficto stores with a reinvented La Vie Est Belle ad.

The leading fragrance, with base note of iris, has been surprising the world year after year with new launches and actress Julia Roberts as ambassadress. This year, the icon is reinventing itself with thelaunch of a refillable 150-milliliter version and a refill tube, further renovating the full EDP range tobecome refillable for a more sustainable approach.

The Lancôme campaign is live at airports in Los Angeles, Sao Paulo, Rio de Janeiro, Buenos Aires, Mexico City, Santiago de Chile, Montevideo and Lima

Starting from October, across the Americas, passengers will be able to rediscover La Vie Est Belle’s fullassortment through a discovery table staring the "most precious ingredient in perfumery," LaVie Est Belle’s iris. The scent will be sprayed through an interactive diffuser, adding tothe unique rediscovery of the fragrance. The emblematic bottle has been magnified for theoccasion, and a personalization station allows customers to dress up their bottle with "couturewings of happiness."

"All making justice to a universal fragrance that speaks to all nationalities and is timeless," reads the press release.