‘Smile to the Power of Flowers’ – Lancôme celebrates Mother’s Day with star-studded Americas pop-up campaign

L’Oréal Travel Retail Americas brought an uplifting, seasonal brand experience to major airports across the Americas with its latest Lancôme activation. The ‘Smile to the Power of Flowers’ campaign ran throughout May in high-traffic airports in São Paulo, Montreal, Toronto and New York in celebration of Mother’s Day (10 May).

A key highlight of the campaign was a special artistic collaboration with contemporary artist Arne Quinze. Quinze created an exclusive sculpture titled Rose Journey, inspired by a voyage through the garden of Lancôme’s Domaine de la Rose. This bespoke artwork served as the centrepiece of the activations and featured on pop-up designs and packaging.

During the campaign, Lancôme also spotlighted its trio of global ambassadors – Amanda Seyfried, Julia Roberts and Isabella Rossellini – to underscore the brand’s celebration of beauty across generations. The pop-ups were designed to highlight the positive effect of flowers on emotional and mental wellbeing.

The activation featured a range of interactive touchpoints that showcased L’Oréal Travel Retail’s shoppertainment concept. Travellers could personalise fragrances with hand-painted designs and curate bespoke Lancôme bundles, comprising makeup, skincare and fragrance products. The experience was further enhanced with exclusive gifts with purchase and personalisation services.

Hero products such as the Teint Idole Ultra Wear foundation and L’Absolu Rouge lipstick took centre stage during the campaign.

Travellers were also invited to discover their ideal foundation shade using Lancôme’s innovative Shade Finder technology. In addition, Lancôme makeup artists provided on-site beauty guidance and demonstrations.

“Our goal was to create an immersive experience that resonates emotionally with travellers,” said Lancôme Head of Marketing Loubna Benzakour. “By connecting the scientifically proven happiness benefits of flowers with Lancôme’s dedication to beauty and wellbeing, we aimed to deliver a moment of joy and create lasting memories.”

“The retail design aimed to immerse travellers in the world of Domaine de la Rose, Lancôme’s iconic olfactory,” added Lancôme Head of Retail Design Activations Roberta Decourt. “Central to the design was the reinvention of rose codes, brought to life through elements such as flower carts, floor graphics and gifting walls.”

According to L’Oréal Travel Retail, the ‘Smile to the Power of Flowers’ campaign reflects its ongoing commitment to delivering immersive, omnichannel brand activations that cater to the growing demand for experiential beauty experiences.