Lancôme is rolling out an original social campaign, called Dare to Shine – the L’Oréal-owned luxury brand’s first cross-border collaboration with holiday accommodation booking site Airbnb, according to a report published by Marketing Interactive.  

The campaign, which was masterminded by Publicis-owned 133SH, was launched by the prestige brand in April to catch the start of the travelling season and promotes its UV Expert Aqua Gel.

The campaign follows three bloggers who used the product in ‘extreme’ sunshine locations – the California desert, Nice’s French Riviera and Bali – and stayed in Airbnb locales.

“Our team wanted to design a campaign that reached consumers in an authentic way. The dare to shine challenge and its Airbnb partnership shows how Lancôme understands young women’s beauty expectations and lifestyles,” 133SH’s Jeanne Guillet and Caroline Grout de Beaufort told Marketing Interactive.