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One of the key challenges was ensuring that all displays, marketing materials, and promotional installations arrived on time and were correctly set up in each location. With retail spaces in different countries, the project also required adaptations of the design and messaging to suit local markets. This included translating materials into four languages—English, French, Spanish, and Chinese—to cater to the diverse customer base traveling through these airports. 

Edgexecution approached this ambitious project with a comprehensive strategy, leveraging their expertise in travel retail marketing and their deep relationships with key retailers in the Americas. Their services included: 

 

1. Design and Toolkit Adaptations: The core creative concept provided by Clarins was tailored to meet the unique specifications of each retail location. This ensured that the brand’s message and visual identity were consistent yet flexible enough to fit into the varying layouts of the stores. 

 

2. Translations: To effectively communicate with the global audience passing through the airports, all marketing materials were translated into English, French, Spanish, and Chinese. This multilingual approach ensured that Clarins' messaging reached as many travelers as possible. 

 

3. Production and Logistics: Edgexecution oversaw the production of numerous display types, including: 

 

Each display was designed to capture the attention of consumers in busy duty-free environments. The agency also managed the shipping and logistics, ensuring that materials were delivered on time to all 80+ locations across the Americas. 

 

4. Retail Partner Coordination: One of the key factors in the success of this campaign was Edgexecution’s strong relationships with major travel retail partners like DFS, DFA, AVOLTA, 3SIXTY, and ISHOPPES. These relationships allowed for smoother communication, faster setup times, and seamless integration of the campaign materials into the retailers' existing frameworks. 

At each of the more than 80 stores, travelers encountered a visually engaging and informative experience centered around the new ninth generation Clarins Double Serum. The displays were strategically placed to capture the attention of passengers passing through duty-free areas. Each element of the campaign—from branded columns and screens to pop-ups and windows—was designed to highlight the key benefits of the product in a compelling way. 

 

The presence of brand ambassadors further enhanced the consumer experience. These trained representatives were on hand to explain the benefits of the Double Serum, answer questions, and offer product samples. This personalized approach helped build brand awareness and encourage product trials, increasing the likelihood of conversion to sales. The combination of striking visuals, product information, and human interaction created a memorable experience for travelers, making the Clarins Double Serum a standout product in a busy and competitive retail environment. 

The successful launch of the Clarins Double Serum in the Americas was a testament to Edgexecution’s ability to deliver complex, large-scale marketing campaigns across multiple locations. The campaign not only introduced travelers to the new serum but also elevated the overall presence of the Clarins brand in duty-free stores. 

 

The integration of localized translations, customized design adaptations, and seamless logistics contributed to a smooth and impactful activation across the region. The partnership between Edgexecution, Clarins, and the travel retailers ensured that the product launch was both timely and effective, reaching a diverse, international audience. 

Edgexecution’s collaboration with Clarins Global Travel Retail on the ninth-generation Double Serum launch underscores their expertise in the travel retail sector. Their ability to handle the complexities of multi-location, multi-language campaigns positions them as a go-to partner for brands looking to make an impact in the travel retail space. 

 

Whether you’re launching a new skincare line, promoting spirits and wine, or seeking to increase brand visibility in duty-free environments, Edgexecution offers the expertise and experience to ensure a successful campaign. Get in touch today to learn how they can make your brand stand out in the global travel retail market.