Lancôme is celebrating the 10th anniversary of its ‘number one’ fragrance, La Vie Est Belle, with travel retail activations in top cities in the Americas in partnership with DFS Group and Dufry.

L’Oréal Travel Retail Worldwide has teamed up with the travel retailers to create a ‘unique, memorable experience’ for consumers by offering ‘premium retailtainment that is exciting, interactive and personalised’.

The 360-degree campaign, which kick-stared in October, sees digital and out of home media designed to generate traffic to stores with a ‘re-invented’ La Vie Est Belle advertisement.

The activations are in place at key locations of Los Angeles, São Paulo, Rio de Janeiro, Buenos Aires, Mexico City, Santiago de Chile, Montevideo and Lima.

Passengers are able to browse the full assortment of La Vie Est Belle through a discovery table starring the timeless, iris based parfum.

The scent is sprayed through an interactive diffuser, inviting consumers to rediscover the fragrance. The bottle is spotlighted for the occasion and a personalisation station allows customers to dress up their bottles with ribbons.

The iris based fragrance, which has A-lister Julia Roberts as its ambassadress, has recently introduced a refillable 150ml version and a refill tube of the Eau de Parfum for a more sustainable approach.

See below for a selection of photos of the Americas travel retail activations.