Women’s Wear Daily
04.24.2014
fashion-memopad
fashion-memopad

Lancôme Employs 3-D Technology in Heathrow

The L’Oréal-owned brand seeks to offer travelers an immersive brand experience.

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INTO THE LOOKING GLASS: Lancôme International has deployed Kinect technology for a 3-D brand experience in Heathrow airport’s Terminal 5.  The project is meant to allow travelers — via their body movements detected by a motion-sensing input device — to virtually wind their way through elements of the L’Oréal-owned brand’s DNA. Think Wii in beauty land.

People can sense they’re walking through a “reinvented” Paris and are opening seven doors that each reveals a portion of Lancôme’s history, according to the brand. For instance, it’s possible to learn about the iconic Lancôme rose, encounter the brand’s ambassadors and discover its fragrances.

In Heathrow, Lancôme has set up a 133-square-foot podium and a large wall with more than 20 LCD screens so others can see what users are experiencing.

RELATED STORY: A Chat With Lancôme's Xavier Rey >>

Lancôme’s podium will remain at the World Duty Free fragrance and cosmetics shop until June 11 and will be rolled out to other retail locations in countries including Italy, China and France.

Heathrow boasts the largest international passenger traffic in world, according to Lancôme.

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