Lancôme takes over Americas airports with All-Star campaign for La Vie Est Belle

L’Oréal Travel Retail Americas mounted a region-wide All-Stars campaign for Lancôme’s La Vie Est Belle. Seen here: LAX.

Lancôme paid tribute to its #1 fragrance, La Vie Est Belle , uniting for the first time its all-women ambassador team in the Americas through premium retail experiences and media takeover, from Los Angeles, San Francisco and New York to Brazil and Argentina under the ALL-STARS campaign. 

Julia Roberts invites the whole Lancôme community of ambassadors to stand together for a united declaration of happiness: Zendaya, Lily Colins, Penelope Cruz, Amanda Seyfried, Isabella Rossellini and adding two new muses: Aya Nakamura and Hoyeon Jung.      

JFK-T1 with International Shoppes

Alongside this campaign, the brand will be launching a new version of La Vie Est Belle: Iris Absolu, with a higher concentration of iris, the main ingredient and most precious one in the world of perfumery.

During the month of April, the brand reached travelers across all touchpoints of their consumer journey, with a 360 O+O Digital campaign and an impactful retail takeover in stores. From a pre-trip activation where passengers were invited to discover the new campaign and invited to visit the Duty Free store, to a powerful and innovative partnership with Uber by which they were offered a coupon on their ride to the airport, to be redeemed in-store.

Once in store, travelers were invited to discover the full La Vie Est Belle franchise (which Lancôme calls “the fragrance of happiness”) with an impactful and interactive experience, including a “Wall of Happiness” where they could share their authentic vision of life and what makes it beautiful to them, and a full display of all the variations of the iconic franchise.

MIA with Duty Free Americas

Travelers were also able to personalize their bottles at the “Atelier des Ailes”, choosing their wings of happiness from a variety of designs: Travel Consumer experience at its greatest.

In May, the All-star campaign took over Americas airports from LAX, JFK to Sao Paulo airport in an outstanding OOH media campaign to deliver a very powerful message: “Make life beautiful”!

Sao Paulo Guarulhos International Airport with Dufry