Nuxe marks record year of store activations
Nuxe pops up at Paris Charles de Gaulle Airport
French cosmeceutical company Nuxe is hailing 2024 as a record year for the number of brand activations and high-profile in-store product presentations.
The brand’s aim has not only been to enhance in-store visibility and demonstrate its skincare expertise but to underline that Nuxe is now much more than its iconic Huile Prodigieuse dry oil product, by also presenting new products. New lines include the anti-aging Nuxuriance Ultra Alfa 3R, Nuxe’s entry into the haircare category with its Hair Prodigieux range, and the latest addition to the Prodigieuse franchise, Huile Prodigieuse Or Florale.
This strategy kicked off with the spring launch of Nuxuriance Ultra Alfa 3R in travel retail. The activation campaign included a large podium at Paris Charles de Gaulle Airport Terminal 2E featuring various presentations such as a comparison between retinol and Nuxe’s Alpha 3R technology, and petri dishes highlighting the brand’s ingredients.
Nuxe's Huile Prodigieuse Or Florale was featured during the early summer in activations in Sanya, Hainan
Nuxe team members trained almost 1,500 staff for the launch with the brand’s beauty advisors wearing green scarves (echoing the product campaign colors) and offering scratchcards, with the chance to win samples of Nuxuriance Ultra, to encourage customers to visit the podium.
To further promote Nuxe’s anti-aging formulation, the brand also featured at Rome International Airport and at the La Samaritaine in Paris with an SPP in the premium skincare area with beauty advisors offering on the spot rapid treatment using cooling globes for better penetration of the products into the skin.
From the beginning of summer, Nuxe introduced a wide-ranging program of activations across Europe, in selected airports in Belgian, Germany, Sweden, Finland, Iceland, Spain, Italy and the Netherlands.
Nuxe also took to sea with Huile Prodigieuse Or Florale on board Brittany Ferries with personalized arches, security gates or visuals in the corridors.
Huile Prodigieuse Or Florale was also supported during the early summer with activations in Sanya, Hainan through May and June. The promotion encouraged consumer interaction, with customers able to claim a free Nuxe miniature by sharing photos on social media. Nuxe also highlighted its Hair Prodigieux range which draws on the brand’s expertise in botanical oils to develop a premium routine of four hair care products formulated with fermented pink camellia oil. Scratch cards were again included.
The Paris Orly promotion marked Nuxe’s biggest-ever pop-up in travel retail, 9 square meters and in Huile Prodigieuse Or Florale colors.
Caroline Goix, Nuxe Global Travel Retail Manager, said, “This is the first year that we have carried out so many events, more than 30 across all operators combined, half as many again as in 2023. The year is not over yet. We are reactivating our anti-aging focus from September, promoting our anti-aging ‘hero’ product, Super Serum. In addition to once again using the same high impact space in Charles de Gaulle Terminal 2E, we will also take this activation into airports in Dublin, Zurich, Basel and Brussels. The high impact visibility and successful customer engagement of these activations have led us to plan the same heightened level of activity for next year and with a continued product focus on our two product pillars: oils and anti-aging.”
