The ‘Smile to the Power of Flowers’ activation was brought to high-traffic airport locations such as São Paulo (pictured).

Lancôme Travel Retail Americas launched a Mother’s Day activation in May under the theme ‘Smile to the Power of Flowers’.

As well as spotlighting different generations of women, with brand ambassadors Amanda Siegried, Julia Roberts and Isabella Rossellini, the brand unveiled an exclusive collaboration with contemporary artist Arne Quinze, who created an art piece especially for Lancôme.

Titled Rose Journey, the piece is inspired by a journey in the garden of Lancôme’s Domaine de la Rose.

‘Smile to the Power of Flowers’ was brought to high-traffic airport locations such as São Paulo, Montreal, Toronto, and New York City, transforming the hubs into vibrant floral sanctuaries.

Inspired by the emotional connection between flowers and well-being, Lancôme created a multi-sensory experience for travellers that combined artistic expression, personalised beauty experiences and first-class retail.

Visitors could discover the world of Lancôme through a variety of engaging touchpoints, including being able to personalise their fragrance bottles with handpainted designs.

The‘Smile to the Power of Flowers’ campaign transformed Montréal–Trudeau International Airport with its vibrant, floral display.

Shoppers could curate their own Lancôme bundles, choosing from a selection of makeup, skincare and fragrance must-haves, complemented by exclusive gifts with purchase.

Furthermore, Lancôme makeup artists were on hand to offer bespoke consultations and product demonstrations featuring hero products such as Teint Idole Ultra Wear and L’Absolu Rouge.

Left: A close-up of the blooming Montreal activation. Right: Fragrances on display at Toronto.

Travellers could also find their ideal foundation match using the Shade Finder technology.

“The retail design aimed to immerse travellers in the world of Domaine de la Rose, Lancôme’s Iconic Olfactory” said Roberta Decourt, Head of Retail Design Activations.

“Central to the design was the reinvention of rose codes, brought to life through elements such as flower carts, floor graphics, and gifting walls.”

Shoppers could curate their own Lancôme bundles.

There was also a dedicated space housing a curated selection of gifts ideal for self-care of loved ones.

“Our goal was to create an immersive experience that resonates emotionally with travellers,” said Loubna Benzakour, Head of Marketing for Lancôme.

“By connecting the scientifically proven happiness benefits of flowers with Lancôme’s dedication to beauty and well-being, we aimed to deliver a moment of joy and create lasting memories.”

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