Armani Beauty brings retailtainment to Schiphol with 25sq m festive pop-up

By Luke Barras-hill |

Best-selling products from Armani Beauty’s fragrance and make-up collections were front and centre at Amsterdam Schiphol Airport last month.

Armani Beauty, part of L’Oréal Luxe Division, partnered with Kappé Schiphol and the airport to launch a 25sq m festive-themed pop-up with sparkling red and gold colourways to capture the excitement of the holiday season.

Inside the pop-up, which ran through November, travellers encountered the fragrances portfolio – including the renowned Sì and Aqua di Gio skus, My Way and the relaunched Code franchise.

At the other side of the pop-up, visitors could browse the hottest sellers at a makeup station; from Luminous Silk and Lip Power to Lip Maestro, and choose four different holiday make-up looks, applied by an Armani Makeup expert.

A gifting station featured pre-wrapped best-selling sets dressed in festive sleeves and the option to finish the purchase with premium wrappings.

Upon approaching the pop-up, a ferris wheel inspired installation with twinkling golden ‘Armani’ letters grabbed the attentions of travellers, who were invited to turn the wheel against a backdrop of falling snowflakes from the surrounding transparent walls.

Digital campaign

The ‘Make a wish, Spin the wheel’ activation enabled visitors to scan a QR code to access an online game to receive a miniature item, a pouch, a make-up session or a fragrance consultation.

An immersive Holiday Photocall display at the front of the entrance encouraged guests to take pictures in front of the red and gold renderings.

To support the pop-up, a digital Armani Holidays campaign was launched at the same time with an ‘Illuminate the Wheel’ game challenging users to click on boxes of a wheel as fast as possible for a chance to win an Armani souvenir instore.

The ‘Make a wish, Spin the wheel’ activation invited visitors to participate in an interactive physical gifting game.

Digital marketing efforts concentrated on geo-targeting individuals who were in proximity of the airport during their journeys to increase traffic instore.

Those travellers in the terminals could access showcards with embedded QR codes redirecting to the game. These were available in Schiphol Armani stores and within the pop-up itself.

L’Oréal Travel Retail EMEAI Managing Director Niels Juhl said: “We are very proud to showcase our immersive pop-ip by partnering with Kappé at Schiphol Airport to feature Armani Holidays in a luxurious set-up.”

Bastiaan Parson, Buyer for Kappé, added: “Kappé is thrilled to have partnered with L’Oréal Travel Retail EMAI to activate this exquisite Armani gifting event during pre-holiday season together with Schiphol Media. This collaboration between all the teams has provided us with this great activation that will captivate the travellers’ attention.”

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