L’Oréal Paris has executed an impactful digital campaign for lipstick line Color Riche Shine at Paris Charles de Gaulle Airport (Paris-CDG) – a first for the personal care company in global travel retail.

Running for three months this summer, the eye-catching campaign projects the latest intense shine lipstick to travellers on a 24-metre long screen in Terminal 2E Hall K.

Singapore Changi Airport is also supporting the campaign, with panels displaying Color Shine in a large format at its terminals.

TRAVEL RETAIL ‘MOMENTUM’

L’Oréal Paris says the activation reflects its ‘impressive momentum’ in travel retail.

“Against a backdrop of increasing democratization for travel, L’Oréal Paris, the beauty sector’s leading brand, synonymous with made-in-Paris chic and accessible luxury, plays a major role in meeting travellers different aspirations,” it said.

“It is the ideal offer for middle-class travellers, particularly from China, who are now the driver’s for the brand’s growth.”

Travellers to Paris CDG Terminal 2E Hall K this summer will be greeted by the digital Color Riche Shine HPP.

The Color Riche Shine line is designed to tap into the trend for plump, lacquered and intensely pigmented lips, adds L’Oréal Paris.

Available in a range of 20 shades endorsed by supermodels from around the world, Color Riche Shine delivers ‘an exceptional shiny, moisturising and comfortable lacquered finish’.