ITALY. L’Oréal Travel Retail is deploying a full-takeover approach to showcase Armani Beauty’s fragrance and makeup collection at airports across Europe, the Middle East and Africa.
The immersive counter experience ran throughout June at Milan Malpensa Airport. Strategically targeting summer travellers, the off-counter Armani Beauty Mare activation is running at the airport until the end of August.
The Armani counter was adorned with a tropical palm tree motif in shades of turquoise with raffia details, aiming to evoke the warmth of a Mediterranean summer.
The Armani Beauty Mare activation mirrors the aesthetic. Upon entering the space, passengers receive a bracelet with the emblematic palm tree motif, scented with a fragrance of their choice.
Guided by beauty assistants, visitors can explore the fragrance and make-up collections. An interactive photobooth encourages them to extend the experience by capturing a summer look.
Additionally, a postcard station allows visitors to create and send personalised summer postcards featuring their holiday photos. ✈
Scroll to see more photographs from the Armani Beauty activation at Milan Malpensa Airport
