L'Oréal Paris and Royal Salute forge unprecedented cross-category partnership

L'Oréal Paris and Royal Salute have joined forces in an “unprecedented” cross-category partnership aimed at redefining the travel retail experience.

“At L’Oréal Travel Retail, we aim to create unique and unforgettable experiences,” the company stated. “The evolving retail landscape, driven by technology and omnichannel experiences, requires brands to constantly innovate and L’Oréal is at the forefront of this revolution to engage travelers and drive desire. We are revolutionizing the travel retail experience by creating Entertainment Destinations for travelers, especially with 47% of travelers actively seeking immersive experiences and memorable experiences.”

This pioneering collaboration marks an intelligent partnership, leveraging two perfectly complementary objectives: L'Oréal Paris's drive to expand men's cosmetic usage by engaging in significant male-centric spaces such as premium alcohol retail environments, and Royal Salute's ambition to broaden its consumer base through new, diverse touchpoints.

A Game-Changing Collaboration Redefining Luxury

This groundbreaking, industry-first collaboration debuted with an immersive, bar-inspired outpost at Suvarnabhumi Airport in August, designed to revolutionize the male traveler experience and set a new benchmark for shopper engagement in the evolving travel retail landscape.

Exclusive King Power-First Launch: L’Oréal Paris Men Expert Age Protect Anti-Aging Routine

This travel-exclusive set represents the brand’s most luxurious offering, scientifically formulated for men. It features a sophisticated blend of four premium ingredients designed to sculpt, tighten, and rejuvenate the skin: Copper Peptide for barrier repair, Atlantic Kelp for intense hydration, and ProXylane® alongside Dual Collagen Peptide to restore skin firmness.

Transforming Airport Wait Times into Moments of Pampering and Self-Discovery

Recognizing the need for a moment of relaxation amidst travel, this disruptive pop-up offers complimentary quick hand massages, meticulously designed to showcase the superior lightweight and non-oily texture of the Age Protect products. This interactive experience demonstrates how high-quality skincare can be seamlessly integrated into a busy lifestyle.

Indulge in a Multi-Sensory Nosing Experience

To deeply engage travelers through their senses, the outpost featured an interactive nosing experience, inviting male travelers to explore the sophisticated scent notes of the L'Oréal Paris Men Expert Age Protect routine. Based on their preferred scent, travelers receive a customized cocktail drink recipe, printed on a magnet memento for a lasting memory.

Tailored Skincare for the Jet-Setter

Elevating the retail experience beyond product display, visitors were invited to answer a concise questionnaire focused on their travel skincare concerns. Based on their responses, each traveler received a customized skincare routine, printed for them to take home. This initiative empowered travelers with personalized knowledge, transforming a quick stop into a lasting investment in their well-being.

An Exclusive Oasis: The Royal Salute Lounge Takeover

This groundbreaking partnership culminated in an exclusive King Power lounge takeover. Guests were invited to indulge in complimentary cocktails, each meticulously designed to pay tribute to the Royal Salute 21-Year-Old The Vintage Blend 2002 Release, inspired by the sophisticated scent notes of the L'Oréal Paris Men Expert Age Protect product line.

“This first-ever cross-category collaboration with Royal Salute and King Power in Travel Retail signifies our dedication to innovate beyond traditional boundaries. By crafting unique, enriching experiences and unveiling novel touchpoints, we are committed to continuously elevate and reshape the traveler's journey, ensuring that every moment is truly unforgettable,” commented Jesus Abia, General Manager of L’Oréal Travel Retail Asia Pacific.

Antonio Duva, General Manager of Pernod Ricard Travel Retail Asia Pacific, added, “This collaboration with L’Oréal Paris and King Power reflects our commitment to breaking traditional category boundaries in travel retail. By combining the worlds of luxury spirits and beauty, we’re offering travelers a fresh, engaging experience that redefines how brands can connect across categories.”

This pioneering partnership between L’Oréal Paris and Royal Salute sets a new precedent for experiential retail in the travel sector, underscoring both brands’ commitment to innovation, exceptional quality, and unparalleled consumer engagement.