Lancôme reveals Génifique Ultimate Travellers’ Repair Clinic at Singapore Changi
The launch ceremony of the Changi 1st Génifique Ultimate Travellers’ Repair Clinic took place on September 9 and was graced by major local media publishers and influencers, including Mediacorp Artistes, Rebecca Lim, Hong Ling and Ayden Sng, Mediacorp Personalities, Sonia Chew and Azura Goh, Singer Songwriter Benjamin Kheng and Actress Ferlyn G
“Breaking new ground in luxury beauty”, Lancôme Travel Retail APAC has revealed the largest activation ever at Singapore Changi Airport Terminal 1 Central Piazza with the launch of the worldwide exclusive Changi-first Génifique Ultimate Travellers’ Repair Clinic in departure transit.
As part of the best-in-class tripartite partnership with The Shilla Duty Free Singapore and Changi Airport Group, Lancôme invites travelers to be the first in Asia to step into the future of revolutionary skincare repair science with the new Génifique Ultimate serum.
This marks a series of groundbreaking milestones for Lancôme Travel Retail Asia Pacific as the brand also unveils its first-ever AI travel beauty consultant, Génifique AI, a revolutionary step in personalized beauty.
Lancôme becomes the first commercial brand to transform the Jewel Changi Airport Skytrain, alongside a pillar wrap at Terminal 1 Central Piazza, creating an immersive and unforgettable travel experience, and introduces an exclusive WeChat mini program. These innovative touchpoints are said to form an elevated and seamless “Travel with Lancôme” journey.
Making its worldwide exclusive launch in APAC travel retail, the Génifique Ultimate Traveller’s Repair Clinic aims to address travelers’ every skin concern. From now until October 15, travelers are invited to step into the future of skincare and discover the Génifique Ultimate serum, a power-packed version of the brand’s Génifique serum. The Génifique Ultimate serum, backed by 27 years of repair science, is now powered by BetaGlucan-CM, said to increase the skin’s capacity for self-repair and skin acceleration and repairing one year of skin damages in one week.
The Génifique Ultimate serum comes in a travel retail-exclusive 100ml size and a duo pack, exclusively available at The Shilla Duty Free Singapore
Lancôme’s commitment to innovation is evident at every touchpoint of the clinic, which offers a retailtainment experience unlike any other.
When travelers first enter the repair clinic, they are greeted by a futuristic LED hologram display of Génifique Ultimate. There, they go beyond the bottle and get an up-close-and-personal, microscopic view of Beta Glucan, the star ingredient behind the serum’s breakthrough formulation that accelerates skin repair.
As part of the repair discovery journey, travelers will be able to dive deep and discover Lancôme’s ingredient story through an interactive, motion-censored RFID display screen. They can learn about the full suite of Génifique franchise just by placing the products on the interactive screen.
Travelers can also enjoy complimentary skin services through Lancôme’s authority in Beauty Tech, depending on the amount of time they have in the airport. For those who are rushing for their flights, there is a quick personalized skin analysis with the Lancôme Skin Screen, available for the first time in travel retail in Southeast Asia. The Lancôme Skin Screen technology will be able to decode areas of skin that require repair through the new Skin Quality repair filter. Those with more time to spare can experience the prowess of the new Génifique Ultimate serum through the brand’s complimentary Pro Radiance Booster service, a 10-minute facial that accelerates the serum’s efficacy on skin.
The Future of Lancôme: Génifique AI
At the core of the Travellers’ Ultimate Repair Clinic is Lancôme Travel Retail APAC’s first AI travel beauty consultant - Génifique AI, a revolutionary travel beauty consultant that blends advanced AI with a captivating human touch. Through an engaging conversation, in either English or Chinese language, Génifique AI analyses travel plans and identifies potential skin concerns, providing travelers with the most intelligent and tailored skincare recommendations.
Mirroring the efficacy of Génifique Ultimate, guests can enjoy the benefits of repair from within through a complimentary repair shot filled with nutrients and antioxidants. A personalized, futuristic luggage tag unique to Changi Airport if offered as a gift with purchase.
It's a wrap for Lancôme at Singapore Changi Airport
For the first time, travelers will be immersed in Lancôme’s New Génifique Ultimate serum throughout their entire travel journey at Changi Airport. In a bold move, Lancôme is the first commercial brand to take over the Skytrain and pillar wraps feature in Terminal 1 Central Piazza.
According to Lancôme, the brand has set a new precedent by becoming the first brand to implement these two grandiose takeovers, further cementing Lancôme’s presence. “This underscores the brand’s commitment to pushing boundaries in travel retail, not only enhancing the visibility of Lancôme's leadership in science and innovation, but also transforming the airport environment, creating an immersive experience for travelers throughout their entire journey,” Lancôme stated.
Pioneering an offline to online ecosystem
An integrated offline and online consumer ecosystem enables top-of-mind recall of Génifique Ultimate amongst travelers in Singapore and beyond.
Steering the online ecosystem, Lancôme becomes the first premium brand to launch the WeChat mini program on iShopChangi, further cementing the progressiveness of brand partnerships. Users of the platform will be the first to sample the new Génifique Ultimate serum, aimed to drive conversion towards the brand. With a conversion-obsession mindset, Lancôme has also created curated ultimate discovery sets to surprise and delight consumers. This collaboration allows inbound travelers to purchase the serum as soon as they arrive in Singapore and experience the power of repair for themselves during their stay.
Lancôme targets confirmed travelers from Singapore Airlines and Scoot through an innovative paid media campaign on Meta and Google Network in an industry-first collaboration with The Shilla Duty Free Singapore. The brand is also the first to execute a 9-grid takeover on The Shilla Duty Free Singapore’s social media, alongside a takeover on iShopChangi and Changi Airport Group’s website.
Building on the momentum offline, The Changi Airport Group recently launched their most prestigious and exclusive tier: the Changi Reward’s Monarch-tier clientele. At the core of Lancôme’s mission is its commitment to engaging new customers and deepening loyalty among existing ones. Lancôme further adds a touch of prestige by being the first brand to push the boundaries of VIP experiences with Changi’s Monarch-tier clientele, offering 100 curated clients to be the first in Asia to try the Génifique Ultimate serum. Other touchpoints and offerings include a luxurious and personalized one-on-one private session.
“The ecosystem comes full circle,” Lancôme added. “Lancôme declares itself as the authority figure of skincare science through impactful and insightful sharing sessions by leveraging the expertise of top medical aesthetician to host the brand’s first expert demo live show.”
Jesus Abia, Managing Director of L’Oreal Travel Retail Asia Pacific, said, “At L’Oreal Travel Retail Asia Pacific, we are proud to invite you to experience this new Génifique Ultimate serum, the biggest renovation of our biggest icon in beauty industry.
“Our commitment to pushing the boundaries is in both innovative skincare technology, as it is about creating immersive and transformative experiences that resonate with today’s travelers. By launching the Génifique Ultimate Travellers’ Repair Clinic at Changi Airport, we are redefining what is possible in global travel retail, demonstrating that Asia Pacific is at the forefront of merging advanced science with luxury and personalized service.”
Linda Wang, General Manager of Lancôme Travel Retail Asia Pacific, added, “At Lancôme Travel Retail Asia Pacific, the many 'firsts' in this Génifique Ultimate activation is only made possible by the strong tripartite partnership between Lancôme Travel Retail Asia Pacific, Changi Airport Group and The Shilla Duty Free Singapore.
“By combining Lancôme's expertise in advanced skincare, Changi Airport's commitment to enhancing the passenger journey, and The Shilla Duty Free’s dedication to exceptional retail, we have created a truly groundbreaking activation that sets a new standard for travel retail. Redefining our consumers' travel experience with innovation, expertise and immersion, pre, during and post trip,” she said.
Jeff Lee, Managing Director of The Shilla Duty Free Singapore, commented, “We are delighted to partner with Lancôme and Changi Airport Group to introduce the Génifique Ultimate Travellers’ Repair Clinic. This collaboration allows us to create unforgettable experiences that seamlessly blends retail and beauty, offering travelers a unique opportunity to indulge in cutting-edge skincare while on the go. At The Shilla Duty Free Singapore, we are committed to enhancing the shopping journey by bringing world-class brands and innovative concepts to our customers. This clinic is a perfect embodiment of that mission, providing an immersive and luxurious experience that will leave a lasting impression on every traveler.”
Chandra Mahtani, Changi Airport Group’s Head of Airside Concessions, said, “This activation presents a unique opportunity for Changi Airport’s travelers to not only be one of the first in the world to purchase the new Génifique Ultimate serum, but also enjoy a moment of reprieve and pampering experience at the innovative Travellers’ Ultimate Repair Clinic before their travel journey. We are also proud to offer our iShopChangi customers on the WeChat mini program and Changi Rewards Monarch members exclusive priority access to Lancôme’s latest product.”
