L’Oréal Travel Retail has partnered with DFS Group in a show-stopping, tech-forward activation for Lancôme Génifique at Los Angeles International Airport (LAX).
The innovative takeover of LAX leverages prominent screen placements throughout the airport, allowing the brand to reach 100% traffic penetration, ensuring maximum exposure for Lancôme’s Génifique Ultimate skincare animation.
L’Oréal Travel Retail says that it is actively embracing the ongoing beauty revolution, true to its mantra of “seize what is starting,” reshaping beauty experiences throughout the consumer journey.
With this activation, Lancôme invites passengers to discover Génifique Ultimate skincare, attracting travelers with an installation featuring a giant 3D printed face, a large dummy bottle and testers designed to introduce Génifique’s new refillable packaging.
“The Lancôme Génifique podium experience at LAX was designed to create a compelling and personalized customer journey centered around scientific skincare discovery,” said Quentin Blanchard Director of Retail Design.
This activation provided passengers with a personalized way to discover the re-invented power of Génifique. Using Lancôme’s most advanced skin analysis service-Skin Screen, passengers were able to engage in a dedicated consultation in less than 3 minutes.
With the support of this unique technology, skincare expert Julieta Chakarova provided bespoke skincare diagnoses encouraging passengers to explore a wider range of products, which increased average basket size to three or more items.
To help combat the unique skin stresses faced by travelers – such as dehydration, environmental changes, and fatigue — Lancôme has introduced three travel exclusive formats available only in airports – a 100 ml, a Duo Serum set and a full skincare routine set.
To further enhance the experience and encourage continued brand discovery, participants received a generous gift with purchase containing a complete travel-ready skincare routine.
Lancôme elevated the experience further with personalized flash facials.
“With this animation, we mean to re-invent retailtainment in airports bringing innovative concept putting at the center our customers,” says Loubna Benzakour, Lancôme Marketing Director.
“This innovative activation demonstrates Lancôme’s commitment to delivering cutting-edge, personalized skincare solutions that cater to the dynamic needs of today’s consumer. The Génifique ultimate experience at LAX sets a new benchmark in travel retail, offering busy passengers a seamless and effective way to achieve their skincare goals while on the go,” concludes Martín Ortiz de Rozas, Lancôme General Manager, L’Oréal Travel Retail Americas.
