Lancôme Travel Retail Americas introduces ‘Smile to the Power of Flowers’ campaign
Smile to the power of flowers with Lancôme brand ambassador Julia Roberts at São Paulo/Guarulhos International Airport
L’Oréal Travel Retail has underlined its aim to create “unique and unforgettable experiences” with a standout Lancôme ‘Smile to the Power of Flowers’ campaign to mark Mother’s Day in May.
According to L’Oréal TR, “the evolving retail landscape, driven by technology and omnichannel experiences, requires brands to constantly innovate, and L’Oréal is at the forefront of this revolution to engage travelers and drive desire”.
L'Oréal TR said it is revolutionizing the airport experience by creating ‘shoppertainment’ destinations, and, with travel booming and beauty demand growing, L'Oréal engages experience seeking travelers.
Lancôme Travel Retail Americas brightened travelers' journeys during the month May with a captivating Mother's Day activation centered around the theme ‘Smile to the Power of Flowers’. The brand elevated craftmanship with an exclusive collaboration with Contemporary artist Arne Quinze - who created a unique art piece for Lancôme, “Rose Journey” inspired by a journey in the garden of Lancôme’s Domaine de la Rose.
The campaign also celebrated three generations of women, with brand ambassadors Amanda Siegried, Julia Roberts, and Isabella Rossellini.
L’Oréal Travel Retail says it with flowers at Montreal Airport
Transforming high-traffic airport locations like Sao Paulo, Montreal, Toronto, and New York City into vibrant floral sanctuaries, the campaign celebrated the power of beauty, generosity, and the scientifically proven happiness boost flowers provide.
Inspired by the emotional connection between flowers and well-being, Lancôme created a multi-sensory experience that combines artistic expression, personalized beauty experiences, and retail excellence. The activation invited travelers to explore the world of Lancôme through a variety of engaging touchpoints. Travelers discovered the iconic fragrance and personalized their bottles with hand painted designs, turning each scent into a unique gift. They could curate their own Lancôme bundles, choosing from a selection of makeup, skincare, and fragrance must-haves, complemented by exclusive gifts with purchase. And, Lancôme makeup artists offered personalized consultations and product demonstrations, featuring hero products like Teint Idole Ultra Wear and L’Absolu Rouge.
Travelers could also discovered their perfect foundation match using the innovative Shade Finder technology.
Roberta Decourt, Head of Retail Design Activations, said, "The retail design aimed to immerse travelers in the world of Domaine de la Rose, Lancôme's Iconic Olfactory. Central to the design was the reinvention of rose codes, brought to life through elements such as flower carts, floor graphics, and gifting walls."
A dedicated space offered a curated selection of gifts perfect for celebrating loved ones or indulging in self-care.
Loubna Benzakour, Head of Marketing for Lancôme, added, "Our goal was to create an immersive experience that resonates emotionally with travelers. By connecting the scientifically proven happiness benefits of flowers with Lancôme's dedication to beauty and well-being, we aimed to deliver a moment of joy and create lasting memories."
This activation is described as a “shining example of Lancôme Travel Retail’s vision to elevate the travel shopping experience through emotion, innovation, and commercial agility, because happiness is the most beautiful gift of all”.
