L’Oréal Paris launches first airport media campaign in “major new step” for French beauty brand
L’Oréal Paris is launching its first-ever media campaign in airports –describing the decision as “a major new step in travel retail”.
For three months this summer, passengers traveling through Paris Charles de Gaulle, one of the world’s most-visited airports, will see the latest campaign for Color Riche Shine – the French brand’s new intense-shine lipstick – on a giant 24-meter-long screen in Terminal 2E, Hall K.
This first high-visibility campaign, with panels also displaying Color Riche Shine in large format at Singapore Changi Airport, reflects the brand’s impressive momentum in travel retail, the company said.
Against a backdrop of increasing democratization for travel, L’Oréal Paris, the beauty sector’s leading brand, seeks to play a major role in meeting travelers’ different aspirations.
“It is the ideal offer for middle-class travelers, particularly from China, who are now the drivers for the brand’s growth,” said the brand.
Color Riche Shine is part of the trend for plump, lacquered and intensely pigmented lips.
It comes in 20 trendy shades endorsed by supermodels Luma Grothe, Maria Borges and Barbara Palvin.