L’Oréal Americas TRAM celebrates Armani Cinema World Tour with holistic airport experience

L’Oréal Travel Retail has taken Armani’ Beauty’s iconic Armani World Cinema Tour across America’s top airports from Rio de Janeiro and Buenos Aires to Los Angeles and Toronto.

The Cinematic HPP embraced the true spirit of the global traveler with the participation in one of the most prestigious International Film Festival, two pop-ups and the endorsement of three International Influencers.

The Armani Cinema concept has also been on a blockbuster tour across the Americas, launching in airports including Rio de Janeiro (June 2019), Buenos Aires (June 2019), Montreal (July 2019) and Santiago de Chile (June 2019).

In September, Armani launched the World Cinema Tour at the 76th Annual Venice International Film Festival with special appearance by Chinese Key Opinion Leader Iris Daily on the red carpet at the screening of Lan Xin Da Ju Yuan (Saturday Fiction) directed by Ye Lou.

The official opening of the Armani Cinema World Tour in Toronto: Mauricio Padilla – General Manager Giorgio Armani Travel Retail Americas, Andrew Rattner – EVP Duty Free Dufry North America, Scott Collier – VP, Customer and Terminal Services Greater Toronto Airport Authority and Yannick Raynaud – Managing Director L’Oréal Travel Retail Americas.

L’Oréal TRAM next opened two Armani Cinema pop-ups in North America with Armani Cinema Los Angeles at the DFS store in Los Angeles International Airport through the end of October, followed by Armani Cinema Toronto at Toronto Pearson International Airport Terminal 1 that ran until the end of November.

The Armani Cinema concept projects Mr. Armani‘s love for Hollywood by featuring the brand’s star products in a movie theatre setting with a multi-sensorial, playful and immersive experience.

The high-impact pop-up was dressed in the signature Armani red hue amidst a gleaming Hollywood marquee while a red carpet led the way to the Fragrance and Makeup discovery table.

Passengers received a “movie ticket” that invited them to dis-cover the red carpet treatment through a personalized make-up consultation from Armani’s Face Designer, create their own movie posters in a photo booth circa old-school American cinemas and customize their beauty essentials with personalized engraving.

Travelers flying through LAX and Toronto were connected prior to their trip in several online touch-points, ensuring a 360 Armani Cinema experience through special offer redemption, social media ads and KOL endorsements.

The program targeted awareness by nationality, using a tailor-made media campaign to maximize affinity and relevance for Chinese, American and Canadian travelers.

For the first time, Armani Travel Retail Americas created a KOL strategy focusing on not only Chinese but also American and Canadian travelers.

American influencer Chriselle Lim embarked on the journey from LAX, Canadian influencer Cher Bai was in Toronto, and Chinese influencer Iris Daily’s followers were on the front-row of the Armani World Cinema Tour from Beijing – Venice – LAX – Toronto.

A celebratory launch event was held on October 11 for the inauguration of Armani Cinema Toronto Pop Up. It was attended by Cher Bai and Iris Daily as well as representatives from Armani Beauty, Duty Free Dufry and Toronto Pearson Airport management.

L’Oréal Travel Retail Americas CEO Yannick Raynaud said:

“We are delighted to introduce the fabulous “Armani Cinema” experience to the travelers of Toronto Pearson. Much more than a pop up, this is a celebration of the first Trinity partnership done between the Airport of Toronto, Dufry and L’OREAL, where we leverage each other assets and expertise, to create a superior experience for the traveler and increase the value chain for all.”

Giorgio Armani Travel Retail Americas General Manager Mauricio Padilla added:

“Armani Cinema has already been a game changer in Dufry South America where we achieved historical results with the highest market share in Dufry, and highest market share for the brand in 3 years.”