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Lancôme debuts holiday wonders pop-up experience

Lancôme debuts holiday wonders pop-up experience

Leading French luxury beauty brand Lancôme Travel Retail is thrilled to debut its Holiday Wonders pop-up store at Singapore Changi Airport, in partnership with The Shilla Duty Free and Changi Airport Group.

Located at Changi Airport Terminal 3 Departure Transit Hall (Central) from 8 October 2017 to 10 November 2017, the Lancôme Holiday Wonders pop-up store is the first of its kind at Singapore Changi Airport; launched to celebrate the brand’s ‘Declaring Happiness’ global campaign and the release of Lancôme Advanced Génifique Sensitive.

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The Lancôme augmented reality virtual makeover app, Virtual Mirror, will also be introduced as a Travel Retail Worldwide exclusive at Singapore Changi Airport.

The Lancôme Holiday Wonders pop-up store celebrates the brand’s manifesto ‘Declaring Happiness’ through a series of immersive retail experiences that invites travellers on an Parisian escapade inspired by the City of Light.

Quintessential Parisian aesthetics and chic pink hues feature throughout the pop-up store. Outfitted with luxurious wooden floors and chimney, it also features an Ô window that offers a striking view of the Eiffel Tower.

To complete the Parisian experience, customers can snap photos of themselves ‘flying’ over Paris holding a Lancôme floating gift balloon at the custom Lancôme photobooth.

“Lancôme is about making women’s lives more beautiful and we are rooted in the belief that happiness, more than anything, makes women beautiful. Bearing this in mind, the Holiday Wonders pop-up store not only marks an exciting milestone for Lancôme Travel Retail but also reaffirms our brand ambition to share happiness with global beauty enthusiasts through this unique travel-exclusive retail experience during the holiday period,” says Ms. Tao Zhang, General Manager of Lancôme Travel Retail Asia.

She adds, “We are pleased to partner The Shilla Duty Free and Singapore Changi Airport for our very first travel retail pop-up store debut. Changi Airport is the leading travel hub for key gateway Asian cities and has a vibrant retail environment that plays well with our brand efforts to spread happiness worldwide.”

The LANCÔME Holiday Wonders pop-up store takes direction from the brand’s philosophy to help women achieve the elusive je ne sais quoi that exudes happiness, confidence and French chic appeal by converging best-in-class experiences for a stronger engagement with global travellers.

One of the key virtual experiences is Virtual Mirror, an augmented reality makeover application launching as a Travel Retail Worldwide exclusive at Singapore Changi Airport.

The digital application will allow customers to instantly try on eye, lip and cheek makeup or get inspired by trying on trendy makeup looks designed by Lancôme experts.

Another digital touchpoint can be found at the pop-up entrance, where customers can play an interactive digital game for an opportunity to win Lancôme’s bestselling L’Absolu Rouge lipstick samples.

Within the pop-up store, a unique Lancôme sharing table will allow customers to experiment with textures and colours, as well as test-drive tailor-made skincare routines or makeup looks under the guidance of the brand’s trusted beauty advisors. On 14 and 15 October 2017, Lancôme Travel Retail National Make-up Artist, Vic Tu, will host a Beauty Show at the pop-up, sharing beauty tips for all travellers, with Changi Rewards Members receiving an exclusive invitation to reserve one-on-one appointments at the pop-up store with a dedicated Lancôme Makeup Expert.

Ms. Teo Chew Hoon, Group Senior Vice President of Airside Concessions at Changi Airport Group, said “At Changi Airport, we continually strive to redefine the travel retail experience for our shoppers through innovative concepts and exciting brand partnerships. The timely debut of Lancôme’s pop-up store at Changi Airport this holiday season will certainly delight and surprise our travellers with its latest offerings and holiday travel exclusives.”

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“‘Retail-tainment’ and innovation have always been at the forefront of our consumer-centric strategy, as these are the drivers that will provide a differentiated shopping experience for our travellers. We are confident that this Holiday Wonders pop-up will resonate well with our travellers and we look forward to future partnerships with Lancôme Travel Retail to introduce more interesting concepts and covetable travel offerings,” says Ms. Raelene Johnson, Vice President of Global Merchandise Division, The Shilla Duty Free.

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