Pentarchy partnership: L’Oréal Paris collaborates with Airports of Thailand, King Power, Bangkok Airways, Grab, Agoda, Meta and Alipay

L’Oréal Paris has launched its revolutionary ‘Pentarchy Partnership’ in Thailand, a groundbreaking collaboration - running throughout August - uniting a diverse ecosystem of five key industry pillars— the brand, airports, retailers, airline and media/tech platforms—to champion an omnichannel, multi-partner strategy.

The collaboration offers passengers meticulously crafted experiences from pre-trip inspiration to immersive in-airport touchpoints, maximizing brand engagement at every step.

This strategic initiative, developed with partners including King Power, Airport of Thailand (AOT), Bangkok Airways, Grab, Agoda, Meta, and Alipay, is designed to elevate the travel retail landscape. It leverages advanced data insights from Agoda’s booking data and Meta’s targeting capabilities for precise, multi-platform engagement, offering relevant recommendations to confirmed travelers based on gender and nationality.

The partnership introduces innovative, integrated touchpoints like boarding pass advertising and an exclusive premium airport shopping concierge service. All platforms seamlessly guide travelers to discover two new Travel Retail Asia Pacific exclusive L'Oréal launches: the L’Oréal Paris Men Expert Age Protect Routine for firmer skin, and the Age Perfect Age Defying Le Duo Serum. This breakthrough dual-serum is clinically proven to visibly reduce wrinkles and boost firmness and radiance with peptides, vitamin B3, and C.

“Powered by an Agoda x Meta synergy, we leverage booking data to send messages to confirmed travelers, with customized messages based on gender and nationality,” L’Oréal Paris stated. “This complements outreach via Bangkok Airways’ CRM and King Power’s loyalty programs and social media, aiming to ignite brand awareness and extend an exclusive invitation for travelers.”

As travelers proceed, Grab facilitates optimized, location-based L’Oréal Paris promotions, building further anticipation, specially targeted across nationalities and gender. Upon arrival, engagement intensifies.

Travelers receive Grab reminder push notifications and see impactful advertisements on boarding passes. The airport shopping concierge service is strategically leveraged, guiding travelers to the immersive pop-up.

The journey culminates at the L’Oréal Men Expert Pop-Up. This features a first-ever cross-category partnership with Royal Salute, offering hand massages, bespoke cocktail experiences, and tailored skincare routines.

Travelers can also indulge in a blissful hand massage with our Travel Retail Asia Pacific exclusive product: Age Perfect Age Defying Le Duo Serum, experiencing firsthand its transformative benefits. To amplify excitement, L’Oréal Paris introduced a gamified 'sure-win' blind box game via Alipay, offering various exciting prizes with a minimum purchase.

Bachir Khater, L’Oréal Travel Retail Asia Pacific General Manager of Consumer Product Division, said, “At L'Oréal Paris, this multi-faceted partnership highlights our dedication to pioneering innovation, which means a new era of consumer experience for global travelers. We are just beginning to create a truly seamless, personalized, and rewarding journey in travel retail. We take immense pride in consistently pushing boundaries, ensuring we excite our consumers with exclusive product launches and unique, memorable experiences.”

Antares Cheng, Chief Commercial Officer, King Power, commented, “King Power is delighted to partner with L'Oréal Paris on this pioneering initiative in Thailand. Together, we are setting a new standard for traveler experience, delivering an unparalleled, hyper-personalized, and seamlessly integrated journey for our customers. This immersive experience, thoughtfully designed from pre-trip excitement to in-airport discovery, guarantees our travelers will enjoy truly bespoke and memorable engagements with us.”

Sithidej Mayalarp is the CEO of Sky ICT, a leading company providing aviation technology as a service with comprehensive solutions to enhance operations and passenger experiences in Thailand’s airports.

“Through our thrilling partnership with L'Oréal Paris, we are set to captivate travelers at Suvarnabhumi Airport with immersive and exciting experiences,” he said. “We are proud to contribute to this initiative, enabling passengers to interact with the airport environment in a novel way while delving into the exclusive world of L'Oréal Paris products. This elevated journey includes seamless boarding pass integration and dedicated premium butler touchpoints, ensuring a truly special experience for our passengers.”