THE WHAT? L’Oréal Paris has collaborated with the Dubai Duty Free Group (DDF) on a pop-up store, open during March, to promote the new launch of the Age Perfect Cell Renew Midnight Serum.

THE DETAILS The pop-up, located in Dubai Airport, offered a personalized retailtainment such as engraving a lipstick or taking a photo in a Parisian photobooth.

THE WHY? The store aimed to boost visibility and awareness, with an animation providing a full O+O consumer journey for both Midnight Serum and the new make-up launch, Color Riche Intense Volume Matte lipstick.

Mehdi Benayad, Consumer Products Division General Manager Travel Retail Europe, Middle East, Africa & India, says, “We are pleased to welcome the travelers to our most premium expression of the brand, providing them with a high-end and personalized experience at Dubai airport featuring our best launches of the year.”