The Armani Code event pad at LAX.

The first Armani Code event pad pop-up has been hailed a resounding success by L’Oréal Travel Retail Americas. The activation took place during March at DFS Group’s store in the Tom Bradley International Terminal (TBIT) at Los Angeles International Airport (LAX).

Described as an ideal showcase for the brand’s new Armani Code Parfum, the event pad was created to provide a unique, immersive experience for LAX passengers. The installation featured eye-catching visuals of Armani’s new brand ambassador, English actor Regé-Jean Page.

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Harnessing digital innovation

The in-store event pad pop-up was complemented by an innovative O+O digital activation, designed to engage travellers at each step of their journey, and drive more traffic to the store.

Armani brand ambassador Regé-Jean Page smoulders seductively at passengers, raising visibility and creating that all-important consumer buzz.

This initiative captured all male travellers within the target demographic before they entered the airport, and invited them to visit the DFS store to enjoy a free Armani Code Parfum sample, and learn more about the fragrance.

The event pad pop-up and corresponding campaign helped to drive sales and visibility for the Armani brand, and create a buzz among LAX travellers, L’Oréal confirmed, adding that more Armani launches were in the pipeline for second-half 2023.