The Moodies – Digital Agency
Digital Agency of the Year
Winner
AIR Concepts – Pioneers of Prestige Beauty in Travel Retail Innovation
Over the past year, AIR Concepts delivered more than 20 integrated campaigns within the prestige beauty travel retail sector for top industry houses including L’Oréal, The Estée Lauder Companies and Shiseido Group. In particular, the agency supported clients by focusing on China’s booming duty free sector. By activating campaigns across China’s top-tier duty free hubs on multiple occasions, AIR recorded extensive reach and coverage.
AIR Concepts commented: “With the longstanding partnerships with these beauty giants, the key to success is simple – achieving breakthroughs in retailtainments that translate into breakthroughs for sales.”
For L’Oréal Group, the agency created immersive activations for Lancôme, Giorgio Armani, Helena Rubinstein, Skin Ceuticals, L’Oréal Paris and Biotherm. Between October and November 2022, AIR introduced naked-eye 3D technology featuring interactive game elements at the Lancôme Rénergie H.C.F. Triple Serum activation at Four Seasons Hotel Macau and Haikou Mova Mall in Hainan.
Throughout February, a 360-degree animation spotlighted Clé de Peau Beauté’s hero The Serum product and its key ingredient Kelplex at the Sanya International Duty Free Shopping Complex in Haitang Bay
The Lancôme Chinese New Year 2023 animation at cdf Haikou International Duty Free Shopping Complex leveraged AIR’s ‘AI Generated Lancôme Digital Rose Art’. The agency developed a travel retail-first Algorithm Art Generator, which created more than 3,000 distinct Lancôme roses. These were displayed in an immersive AI rose garden at the activation.
In March, a Lancôme Super Serums pop-up was revealed at the Sanya International Duty Free Shopping Complex in Haitang Bay. Here, AIR added a three-dimensional Holographic Avatar Generator to the activation offerings. This tool used facial features and analysed personal characteristics to create holographic avatars. Travellers could interact with these avatars in real-time and share them on social media.
Highlights of AIR agency activations through the past year
Armani Beauty welcomed the Chinese New Year (the Year of the Rabbit) with a dazzling, crimson pop-up at Haikou Mova Mall. For this, AIR unveiled an extended-reality interface that allowed customers to interact with a Golden Rabbit holding a physical brush in infinite digital space. Users could then share a special new year blessing video on their social accounts.
For the SkinCeuticals A.G.E. Interrupter Lab digital campaign in Haitang Bay in May, AIR introduced a brand-first hand-tracking interactive game that enhanced the way consumers learn about products. AIR also introduced a wishing kiosk for L’Oréal Paris for Chinese New Year in Sanya – here users could customise a new year wish and send it to outer space.
AIR Concepts employed motion sensors to create an engaging experience for travellers
In partnership with The Estée Lauder Companies, AIR launched a naked-eye 3D video broadcast for MAC Hyper Real at Hainan Tourism Duty Free Shopping Complex in Sanya. For Shiseido Group’s Clé de Peau Beauté – Le Sérum activation in February, AIR created an interactive naked-eye 3D experience that used hand gestures to allow customers to engage with products.
The agency also assisted five brands this year in creating custom, impactful naked-eye 3D videos. Notably, AIR achieved a significant breakthrough with Biotherm Blue Beauty – for the first time, AIR synchronised two large LED screens in Haikou to display the same naked-eye 3D video, creating a visually striking experience.
AIR Concepts has played a pivotal role in propelling the prestige cosmetics sector to new horizons. Its cutting-edge ideas and innovation resulted in unprecedented sales growth and market dominance, solidifying AIR as a trusted partner in luxury travel retail beauty retailtainment.
Armani Beauty brought a vibrant Gingko Garden to life with a digitally-driven Lunar New Year animation at Haikou Mova Mall
The Moodie Davitt eZine The Moodies 2023
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