From flowers to fragrance: Lancôme underlines its commitment to sustainability
L'Oréal Travel Retail has invited travelers to join its Lancôme brand on a Summer Journey in Provence through an eye-catching animation concept.
Exclusive to 40 airport locations across the EMEA region, the experience introduced passengers to the heart of Lancôme and its Domaine de la Rose. The concept was based on a deep connection to the illustrious history of French perfumery, which finds its roots in Grasse, the birthplace of this exquisite craft.
Central to the design identity and concept of the retail spaces is the reverberation of Domaine de la Rose, an exceptional horticultural estate acquired by Lancôme in 2019. Nestled in the picturesque region of Provence in Grasse, the estate, according to Lancôme, “stands as a living testament to our unwavering commitment to sustainability”.
Boasting the distinction of being the largest and oldest organic rose fields in Grasse, this estate has been a pioneer of organic agriculture for over eight decades. And it is here that Lancôme’s promise to safeguard and nurture the environment, preserving the very essence of French perfumery, springs to life.
Lancôme invites travelers to join in a summer journey to Provence
At the heart of this animation was the omnichannel consumer experience. It offered an immersive journey through various touchpoints, aligning with the brand’s sustainability goals. One of the highlights was the interactive table, where consumers could explore the key ingredients behind each iconic fragrance of the brand.
This tactile and olfactory experience allowed visitors to discover Lancôme perfumer heritage, while emphasizing the use of sustainable ingredients. Visitors were captivated as they uncovered the artistry of extracting the essence from the organic fields of Grasse.
“Being able to touch and feel the ingredients added a whole new level of connection with the products,” Lancôme said. “What made the experience even more remarkable was the brand's unwavering commitment to sustainability.”
The interactive table showcased the brand’s eco-friendly extraction techniques, aimed at preserving the beauty of Provence for generations to come. The animation also incorporated virtual reality (VR) experiences that transported visitors into the heart of the Domaine de la Rose, where sustainability initiatives were a prominent part of the journey.
Travelers could take a sensory journey through the flower fields, complete with the scent of blooming roses, all while understanding the brand’s commitment to eco-friendly processes. Gaming elements added an element of fun, with challenges and rewards adding a layer of interactivity while educating about the importance of sustainable practices.
To take the experience a step further, Lancôme introduced a virtual makeup look linked to each fragrance. This innovative feature allowed travelers to virtually try on makeup products and experiment with different looks, all through an engaging Instagram filter.
As a part of the sustainability initiative, the brand introduced sustainable wrapping and gifting options, utilizing the Japanese art of furoshiki. One customer remarked, “Choosing furoshiki wrapping made my gift not just beautiful but also environmentally responsible. It’s a small but meaningful choice.”
Visitors could select this eco-friendly wrapping method, underscoring the brand’s commitment to reducing waste.
L'Oréal Travel Retail said this animation concept for the cosmetics brand “marked a turning point in how brands engage with consumers”.
“By creating a fully immersive and sensory experience, the brand was able to foster a deeper connection with its audience while highlighting its sustainability efforts. The ‘Summer Journey in Provence’ animation at EMEA airports not only showcased the beauty of Provence and Grasse but also demonstrated the brand’s commitment to creating unique and memorable experiences for its customers while staying true to its promise of environmental stewardship.
“In doing so, it set a new standard for how brands can captivate and connect with travelers, leaving them with a lasting impression of both the cosmetics and the magic of Provence, all intertwined with a sustainable focus,” L'Oréal Travel Retail added.
