L’Oréal Travel Retail has cemented its association with Dubai Duty Free (DDF) after rolling out two successful digital campaigns for pillar brand Lancôme this year [see below video].

A summer activation with Lancôme Génifique – the first to be present on two leading online travel agencies in China – engaged Chinese passengers who booked tickets to Dubai through multiple touchpoints (SMS, banners, coupon page etc.).

Chinese travellers were also targeted through multiple websites and apps in China and during their travels, with the campaign generating 14 million impressions.

KOL LEARNINGS

Meanwhile, another campaign triggered in October during Golden Week to support the new Lancôme Advanced Génifique generated buzz and awareness via an influencer kit.

This invited a KOL to enjoy a full experience at the event site in the Dubai Duty Free store.

Additionally, Chinese passengers were encouraged to discover memorable moments during their visit to Dubai Airport through a programmatic display ad campaign.

The beauty firm says both campaigns helped to unbox important information on how to attract Chinese travellers, from KOL activations and display ads to using online travel agencies to create memorable experiences.

Saba Tahir, Senior Vice President-Purchasing, Dubai Duty Free said: “Dubai Duty Free have partnered with L’Oréal Travel Retail on innovative campaigns this year to drive more passengers to our stores and we are very happy with the results.

“Our first ever campaign with a Chinese KOL during Golden Week was very successful and we saw the impact first-hand of an innovative experience, creating excitement for the Chinese consumers even before they travel to Dubai, and of course an increase in sales.

“We look forward to strengthening the partnership that we have with L’Oréal Travel Retail and continuing to create innovative campaigns for our travellers next year.”