To celebrate the 10th anniversary of La Vie Est Belle, Lancôme aims to spread happiness with a strong brand activation campaign across EMEAI airports, targeting travelers through digital and OOH campaigns.

More specifically, last October the brand partnered with Lagardère Travel Retail in Paris CDG 2F and with AENA and Dufry in Barcelona T1 to inaugurate magical Lancôme brand pop-ups that will remain in place until January 2023.

Magical 10 years of La Vie Est Belle pop-ups at Paris Charles de Gaulle 2F and Barcelona T1

To celebrate 10 years of its most iconic fragrance, Lancôme wishes to offer a new interpretation of happiness: “Life is what you make of it, make it beautiful.” The pop-ups offer travelers a unique olfactory and digital retail experience in line with this new motto.

The magic continues inside pop-ups through an immersive experience

Customers will start their happiness journey by discovering an impressive 2.5-meter-high giant bottle of La Vie Est Belle, reflecting the iconic crystal smile. Once at the heart of the bottle, they can immerse themselves into their favorite facet of happiness as embodied by La Vie Est Belle. They can choose to customize their experience with a personal message and share the video of this very individual happiness journey with their loved ones. The journey doesn’t stop there: customers can also treat themselves to a minute of happiness by downloading the capsule to continue the experience on their flight.

Inside the podium, customers are immersed into the La Vie Est Belle universe through the soft sound of five video capsules

After the immersive experience, customers can personalize their iconic bottle with a pair of organza wings, exclusively hand embroidered for Lancôme TREMEAI in the workshop of Maison Lesage, Parisian master embroider since 1924. La Vie Est Belle becomes an object of art.

L’Atelier des Ailes: an exclusive partnership between Lancôme TREMEAI and Maison Lesage

Cédric Remeur, Lancôme TREMEAI General Manager commented: “Celebrating 10 years of La Vie Est Belle in Paris is absolutely about a sense of place. For this occasion, we have created a strong O+O customer journey with a differentiated retailtainment and an exclusive partnership with Maison Lesage to showcase both the luxury aspect and the French know-how of the two brands”.