Over the summer 2023 period, Lancôme created a series of animations across 40 airport locations throughout the EMEA region, to highlight its Domaine de la Rose experience to passengers.

This ‘Summer Journey in Provence’ initiative was designed to showcase the beauty of Provence and Grasse, and emphasise Lancôme’s commitment to sustainability and environmental stewardship.

The campaign concept was inspired by Domaine de la Rose, the horticultural estate acquired by Lancôme in 2019. Located in Grasse – long associated with prestige French perfumery – the estate features the largest and oldest organic rose fields in the area. In addition, the farm has been a pioneer of organic agriculture for over eight decades.

Lancôme offers immersive experience

The airport animations were part of an omnichannel consumer experience that included an immersive journey through various touchpoints, with a strong focus on sustainability. Key elements included an interactive table, which allowed passengers to explore fragrance ingredients and discover the brand’s perfume heritage. The table also highlighted Lancôme’s eco-friendly extraction techniques.

The animations incorporated virtual reality (VR) experiences, transporting travellers digitally to the Domaine de la Rose estate in Provence. Interactive gaming elements added a fun element to the activation, offering challenges and rewards.

To further enhance the passenger experience, Lancôme created a virtual makeup look linked to each fragrance. Animation visitors were invited to virtually ‘try on’ different makeup products, and experiment with different looks, using an Instagram filter.

In line with the theme of environmental responsibility, sustainable wrapping and gifting options, featuring the Japanese art of furoshiki, were offered to consumers.

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