On 8 March, International Women’s Day, Lancôme distributed silk roses to female passengers in 69 travel retail doors worldwide. A message was attached to each rose, which read (in various languages): '8th March 2013', 'Lancôme celebrates Women’s Day', 'Lancôme loves women', 'La vie est belle', 'Life is beautiful.'
The message references Lancôme’s latest women’s fragrance, 'La Vie Est Belle', and invited travellers to discover – or rediscover – the product. 21,000 roses were distributed in one day. Lancôme described the event as 'joyful' and 'a huge success'.