Lancôme increased event awareness with impactful digital screens at the entrance of the terminal, offline campaigns like bounce back tickets with China Southern Airlines and online campaigns designed to use social media platforms to inform travelers of the event.
Lancôme celebrated Lips through its L.A. Lip Art Academy at Los Angeles International Airport in August and September. The L.A. Lip Academy was Lancôme’s first ever pop-up shop in a Duty Free venue in the Americas, and took place in a 15 sqf modular space located outside the DFS shop in Tom Bradley International Terminal (TBIT).
The immersive experience allowed Lancôme to take its customers beyond simple interactions with products. The L.A. Lip Art Academy participants attended Make-Up Master Classes with national makeup experts and experienced one-on-one makeup consultations right before their flight.
Fans described the pop-up as a “beauty addict’s dream” because of the fully immersive Lancôme experience.
This pop-up’s 15 sqf modular space breaks out of Lancôme’s traditional codes. The innovative, experimental concept space was designed to attract customers looking for unique new experiences.
The first module in the pop-up presented an audiovisual environment showcasing the pop-up’s star products: L’Absolu Rouge lipstick and Génifique serum. The second module offered “Lancôme L.A. Exclusives,” best seller sets that can only be found at Lancôme Duty Free shops, along with tailor-made L.A. inspired Lancôme looks designed exclusively for this pop-up.
The retail experience continued with the next two modules, where Lancôme invited travelers to interact with its icons beyond the actual products themselves. Travelers discover their ideal L’Absolu Rouge shade and finish (matte, cream or shine) with the option to personalize the packaging thanks to the onsite engraving service. Customers also had access to Lancôme’s leading Génifique serum in its multiple best seller formats – available only at Duty Free.
The Lip Art Academy created an inviting space full of color, music, and elements that evoke a strong sense of location, and enabled Lancôme to connect with customers. Travelers shopped the latest Lancôme lip products, learned how to apply Lancôme makeup, and used their personal devices to record their makeovers before sharing them on social media.
Finally, as they complete their immersive Lancôme pop-up journey, customers are invited to take a selfie in the designated selfie stations and share their moments on WeChat, Snapchat & Instagram.
Everything in the Lancôme Pop Up was designed to recreate the atmosphere of a “must-visit” L.A. beauty space. The concept and design creates a lip art atelier accessible to world travelers with makeup expertise at the forefront. The space incorporates wooden floors to convey a high luxury feel and a unique sharing table to allow the discovery of Lancôme’s most iconic products, along with offers designed exclusively for this pop-up shop. Lancôme’s signature experts conducted make-up classes every single day of the month-long experience.
The Lancôme L.A. Lip Art Academy was ultimately much more than a pop-up store. It was an invitation to discovery.
