A travelling project that brings the culture of skincare to European town squares via a fully customised Airstream, fitted out as a mobile pop-up store covering an area of 80 square metres.
The vehicle, branded Lovrén and specially designed, serves as a temporary space for information, advice and engagement with the public. Inside, educational activities, demonstration sessions and the Beauty ID digital experience take place – an identity-based engagement format that allows people to discover their own approach to self-care.
The 2026 tour visited 28 Italian cities, with two stops in France and two in Spain, across an 11-month schedule.
A comprehensive, integrated and end-to-end managed campaign, combining branding, education and a strong presence across Europe.
