Lancôme has paid tribute to its #1 fragrance in duty-free with activations in cities like Los Angeles, Sao Paulo, Rio de Janeiro, Buenos Aires, Mexico City, Santiago de Chile, Montevideo and Lima, through a partnership with both DFS and DUFRY aiming to build a unique, memorable experience for its consumers by offering them premium retailtainment that is exciting, interactive, and personalized.

The 360 campaign has deployed digital and out of home media to generate traffic to stores with a re-invented La Vie est Belle ad.

The leading Iris based fragrance has been surprising the world year after year with new launches, with no other than Julia Roberts as ambassadress. This year, the icon is reinventing itself with the launch of a refillable 150ml version and a refill tube, further renovating the full EDP range to become refillable for a more sustainable approach.

Starting October, across the Americas, passengers will be able to rediscover La Vie Est Belle’s full assortment through a discovery table starifying the most precious ingredient in perfumery: La Vie est Belle’s Iris. Its addictive scent will be sprayed through an interactive diffuser, adding to the unique rediscovery of La Vie Est Belle. The emblematic bottle has been magnified for the occasion, and a personalization station allows customers to dress up their bottle with couture wings of happiness. All making justice to a universal fragrance that speaks to all nationalities and is timeless.