Editor’s Choice II
‘In the Spotlight’ at Hamad International Airport
L’Oréal Travel Retail and Qatar Duty Free recently hosted a colourful, immersive and engaging ‘In the Spotlight’ pop-up campaign for the Armani Beauty brand.
Having appeared previously at events such as the Berlinale International Film Festival earlier this year, the cinema-inspired activation made its travel-retail debut at Hamad International Airport in August.
Positioned in the South Node beside the airport’s Lamp Bear sculpture, the pop-up featured a dramatic studio umbrella, framed by spotlights, a design element favoured by Giorgio Armani himself. Bathed in the signature Armani red, the space recalled “the magic of a film set” and invite every traveller “to enjoy their own spotlight moment,” according to the brand owner.
The circular, studio-inspired space offered two discovery zones. At the makeup discovery bar, travellers were introduced to three cinematic Armani looks, with the opportunity to experience professional makeup services.
The pop‑up blended film-set drama with beauty discovery
Personalised, tailored services were a hallmark of the colourful campaign
Digital engagement amplified the reach of the airport pop-up
The fragrance discovery bar showcased the complete Armani fragrance collection, anchored by a sculptural stone centerpiece with all 16 Armani/Privé Haute Couture fragrances. Special attention focused on two major launches: Si Passione Red Musk and Cuir Nu, the latest Armani/Privé creation.
After a cinematic photocall beneath the umbrella, travellers who visited the space were invited through the studio arena, before taking a professional portrait session. Each visitor received a digital portrait via QR code along with gifts with purchase, presented in luxury wrapping.
Reinforcing its links with the world of film, Armani was also official beauty sponsor of the Venice Film Festival in September and the Rome Film Festival in October.
The space recalled “the magic of a film set” and invite every traveller “to enjoy their own spotlight moment,” according to the brand owner
Comment: The Armani Beauty campaign represents the latest in a string of Qatar Duty Free-led activations that underline the power of collaboration across the industry community. In this case it included the retailer alongside L’Oréal Travel Retail, Qatar Airways and Hamad International Airport.
The personalised consumer experience began before arrival at the airport, with targeted CRM campaigns sent to members of both Qatar Duty Free and Qatar Airways’ loyalty programmes. These communications invited travellers to experience the activation upon arrival, generating pre-journey excitement and engagement.
At the airport, digital content drove traffic to the pop-up, while paid media campaigns on Meta and TikTok targeted travellers online, and a partnership with Ctrip extended visibility to international audiences. Two hours before departure, Qatar Airways’ mobile app sent personalised notifications, inviting passengers to visit the activation and receive gifts based on their loyalty status.
The multi-faceted partnership built a seamless feel across channels, both physical and digital, and helped to reinforce Hamad International Airport’s status – in the words of Qatar Duty Free – as “a destination for luxury beauty discovery”.
Lights, camera, action: The high-profile campaign is the latest in a series of partnerships between the Armani Beauty brand and Qatar Duty Free
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The Moodie Davitt eZine
Issue 348 | 10 November 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com