Together with HTW/O, Lancôme launched an effective tour of Germany to introduce the Énergie De Vie skincare range, taking in eight cities and the Frisian island of Sylt. The highlight was the support of GZSZ star Janina Uhse and a comprehensive PR and social media concept. The three-week tour with a promotional team and branded vehicles was aimed at reaching the young, active target group. There were product tests, consultations and giveaways, including product samples and smoothies. With the targeted selection of point-of-interests, a total of around 20,000 product samples were distributed, resulting in a high level of enthusiasm and demand overall.