Lancôme Travel Retail Americas brightened travelers’ journeys during the month of May with a Mother’s Day activation centered around the theme “Smile to the Power of Flowers.”
Lancôme transformed high-traffic airport locations in São Paulo, Montreal, Toronto, and New York City into vibrant floral sanctuaries with a campaign that celebrated beauty, generosity, and the scientifically-proven happiness boost flowers provide.
The visuals featured an exclusive collaboration with contemporary artist Arne Quinze – who created a unique art piece for Lancôme, “Rose Journey” that was inspired by the garden of Lancôme’s Domaine de la Rose.
The campaign also highlighted brand ambassadors Amanda Siegried, Julia Roberts, and Isabella Rossellini, celebrating its message of beauty across three generations.
Inspired by the emotional connection between flowers and well-being, Lancôme created a multi-sensory experience that invited travelers to explore the world of Lancôme through a variety of engaging touchpoints.
Travelers could curate their own Lancôme bundles, choosing from a selection of makeup, skincare, and fragrances, complemented by exclusive gifts with purchase. They were also able to personalize bottles with a hand-painted design.
In addition, Lancôme makeup artists were available to offer personalized consultations and product demonstrations, featuring hero products like Teint Idole Ultra Wear and L’Absolu Rouge.
A dedicated space also offered a curated selection of gifts.
Travelers could also discover their perfect foundation match using Lancôme’s Shade Finder technology.
“The retail design aimed to immerse travelers in the world of Domaine de la Rose, Lancôme’s Iconic Olfactory,” said Roberta Decourt, Head of Retail Design Activations. “Central to the design was the reinvention of rose codes, brought to life through elements such as flower carts, floor graphics, and gifting walls.”
“Our goal was to create an immersive experience that resonates emotionally with travelers,” said Loubna Benzakour, Head of Marketing for Lancôme. “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.”
