L’Oréal Travel Retail reveals YSL Beauty Light Club ‘pentarchy’ collaboration at Ezeiza International
The multi-partner strategy is transforming the Buenos Aires airport into an immersive, emotional and entertaining destination
L’Oréal Travel Retail is hailing the “the future of travel retail” through its ‘pentarchy’ collaboration highlighting the YSL Beauty Light Club at Buenos Aires Ezeiza International Airport.
This June and July – for the first time in the Americas – L’Oréal Travel Retail has partnered with Ezeiza International Airport (EZE), Avolta Duty Free shops, Aerolíneas Argentinas, and Meta to create a unique and enhanced shopping experience specifically designed for travelers.
The pioneering ‘pentarchy” collaboration, uniting airline, airport, retailer, brand, and media is said to maximize brand engagement at every stage of the journey, offering a more personalized experience for the passengers that elevates travel to the extraordinary.
YSL Beauty Light Club: Where Shopping Meets Entertainment
The immersive, music-inspired activation at Buenos Aires International Airport blends luxury beauty with the energy of nightlife. The journey begins onboard Aerolíneas Argentinas, where travelers are introduced to the YSL Beauty Light Club through exclusive in-flight content. Upon arrival, the experience continues through social media, airport-wide visibility, and interactive podiums at the Avolta Duty Free store, converging at the vibrant pop-up located at the Departures terminal.
Inside the Club, travelers enjoy a curated selection of YSL’s most iconic products, alongside exclusive, interactive experiences: a makeup station paired with an AI-powered DJ for personalized looks, a destination-inspired mocktail bar, a digital fragrance finder using VIP bracelets, and the Loveshine Beauty Lounge for games, touch-ups, and shareable moments.
- Make-up station with an exclusive AI DJ: Passengers can select their favorite music genre and let the AI-powered DJ curate a personalized makeup look. This digital experience is complemented by a personalized consultation with an expert makeup consultant, offering tailored tips and product recommendations.
- YSL Mocktail Bar: Inspired by popular travel destinations, the exclusive YSL Mocktail Bar invites travelers to indulge in specially crafted, non-alcoholic cocktails before their flight, offering a relaxing and luxurious pre-flight treat.
- Fragrance Discovery: With a VIP bracelet, travelers can use the Fragrance Finder, an interactive tool that helps them discover their signature YSL fragrance. By answering a few questions and sampling fragrances, travelers uncover the perfect scent.
- Loveshine Beauty Lounge: While waiting for their purchases, travelers can relax and enjoy the YSL Loveshine Beauty Lounge. This space offers games, entertainment, and even a lipstick touch-up station for capturing and sharing photos with friends and family on social media.
First-ever Pentarchy Collaboration in the Americas
L’Oréal Travel Retail is committed to transforming the travel retail landscape by creating captivating experiences for today’s connected traveler. The ‘pentarchy” represents L’Oréal’s bold new vision for the future of travel retail, uniting key industry players to create seamless and enchanting passenger journeys.
Petrina Kho, Managing Director, L’Oréal Travel Retail Americas, said, “This collaborative partnership with Avolta, Aeropuertos Argentina, and Aerolineas Argentinas on this innovative YSL Beauty campaign embodies how a holistic approach can truly elevate the customer’s journey to new heights. We are connecting with travelers on a deeper level with meaningful memories that makes an ordinary trip to the airport an extraordinary experience.
“This is just the beginning of a new era for Travel Retail Americas, and it’s incredibly exciting.”
Enrique Urioste, President & CEO of Avolta Latin America & Caribbean, added, “We believe in creating experiences that resonate with our travelers well beyond the point of sale. This partnership with L’Oréal and YSL is a perfect example of how we’re innovating through collaboration, making travel retail more engaging, memorable, and premium.”
