Lancôme

Extra(ordinary)

Event

Mexico City, CDMX

March 2019

Experiential, PR

Context

The first total Lancôme experience in Mexico

Mexico City is definitively one of the most important fashion and beauty hubs in the world, key to the projection of any brand. For this reason, it is fundamental to create a unique experience in this city.

Objective

Lancôme Mexico sought to create a unique space with special experiences to showcase its portfolio, test its most iconic products, and demonstrate technology applied to the service of beauty.

Challenge

How to achieve an out-of-the-ordinary experience, an extraordinary event for models, fashion experts, media, consumers, and fashion bloggers accustomed to events of this caliber?

The Idea

Under the Lancôme Extra(ordinary) concept, we opened a pop-up store for 3 weeks in the heart of Polanco. A space to experience the innovation of the iconic products from the world’s leading beauty brand.

How did we achieve it?

We decided to create an extraordinary experience in the heart of Polanco.

We designed 6 beauty spaces inspired by 6 iconic lines—La Vie Est Belle, Absolue, Advanced Génifique, Teint Idole Ultra Wear, Mascaras, and Le Absolu Rouge—as well as a space to promote the global initiative to support women: Write Her Future.

For 3 weeks, these unique spaces hosted beauty experts, fashion bloggers, media, influencers, and celebrities who helped us amplify the event. We also had the presence of top model and Lancôme global ambassador, Taylor Hill, who gave a talk as part of the International Women’s Day celebration. Talks and brunches were held for special guests.

Furthermore, the space was open to Lancôme clients who obtained exclusive discounts to redeem in the digital store, and we were able to collect data regarding their experience, the spaces where they spent the most time, and the products they liked most, thus integrating a total experience.

Concept

We created Lancôme Extra(ordinary), a unique space in the best spot in Mexico City that integrated a total brand experience, based on innovation and design, for all attendees.

Extra(ordinary)