Retail in Asia

In Shops

Lancôme launches new multi-sensory campaign at Changi Airport


Kickstarting the global launch of their new La Vie Est Belle Flowers of Happiness L’Eau De Parfum, Lancôme Travel Retail Asia Pacific opened a new pop-up store with The Shilla Duty Free in Terminal 3 of the Changi Airport.

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The pop-up store plays on concepts of femininity and elegance as the reinvented iconic scent encourages women to live their life to the fullest and happiest.

Themed “Who Will You Make Happy Today?” the brand continues to affirm women’s right to happiness, and evolves from its conviction to lead the way to happiness, to championing shared and contagious happiness with its new fragrance.

Staying true to the brand’s belief in sharing the light of happiness, the pop-up presents a multi-sensory journey beginning at the Cocktail bar with the creation of four blends of cocktails for travellers to experience at the store.

Running from 23 July to 2 September, surprise ‘Flairtrending performances’ entertained guests while a mobile ‘mocktail’ cart available on the weekends provided complimentary drinks, with a special commemorative serve released on Singapore’s National Day.

Also, an Interactive Sampling Machine recommended travellers a fragrance according to their preferred flowers or fruits and a digital Photobooth created user-generated photos and ‘GIFs’ displaying four emotions of happiness in a collage that could be personalised and shared via social media.

Finally, a Gift Personalization Station enabled the creation of bespoke fragrance item.

The four different counters at the pop-up were thought and designed to create a unique journey for travellers to discover happiness within themselves and share it with those around them.

Commenting on the various retail-tainment at the Lancôme Travel Retail Asia Pacific pop-up, Ms. Raelene Johnson, Vice President of Global Merchandise Division at The Shilla Duty Free notes, “At Shilla, we are always trying to elevate the Travel Retail experience. We pride ourselves in not only having an exceptional and spellbinding range of brands and products but also creating a 360-degree retail experience that customers have before, during, and after their purchase. I hope that the pop-up will delight all travellers with its interactive touchpoints and exclusive offerings, and at the same time create moments of happiness for all.”

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Created with the key Asian shopper market in mind, The La Vie Est Belle Flowers of Happiness L’Eau De Parfum is an Asian interpretation of a classic scent.

Six key opinion leaders (KOLs) from China, Malaysia and Singapore were invited to inaugurate and kickstart the campaign, creating personalised floral gift boxes containing two of the fragrances to give to their partners and followers.

“La Vie Est Belle is an icon that is very close to our hearts as it represents a creation that goes beyond being just a scent or a bottle; it is an olfactory sensation that evokes happiness,” said Tao Zhang, General Manager, Lancôme Travel Retail Asia Pacific.