L’Oréal Travel Retail on taking the TR ecosystem to new heights
In partnership with China Duty Free Group, the Lancôme Domaine de la Rose destination is an exclusive worldwide and was fine tuned to create the right balance between transaction and the Grasse experience
An omnichannel strategy is no longer a nice to have for Baptiste Beau, L’Oréal Travel Retail Luxe Division Worldwide - General Manager, it’s a necessity. “We think about the customer journey holistically, including all the digital touchpoints. What is important is to be able to engage before, during and after the trip with travelers to make something convenient and memorable at the same time,” he says.
Over the summer, L’Oréal launched a beauty animation for YSL at Doha Airport in partnership with Qatar Duty Free. Beau explains the pilot was designed not only to create a podium where travelers can experience connected make-up and fragrances services, but also to leverage data before, during and after their trip. “I think of how we can and do data-driven and memorable experiences that deliver at the end. Because we are lucky enough to work in this data-rich industry,” he shares.
Within the travel retail ecosystem, the Pentarchy has replaced the Trinity, says Beau. “For me, there are five key stakeholders that we need to work with: airlines, airports, retailers, brands and all the media and digital players. These are the important collaborators to elevate the consumer journey to new heights. Based on this pilot, which shows at the end we can deliver; we need to scale and expand. That's the bright future of travel retail; it relies on these kinds of experiences.
Lancôme Génifique Ultimate Travellers’ Repair Clinic at Changi Airport in Singapore showcases why L’Oréal Travel Retail places such an importance on the conversation of skincare, representing the evolving needs of consumers
Derma dominance
Current skincare trends such as longevity and tailored derma-beauty consultations are a key component of L’Oréal’s focus on experiential activations in travel retail including the Lancôme Génifique at Changi Airport in Singapore. According to Beau, the secret is to find the perfect combination of scientific innovation and personalized expert services.
“We use a lot of R&I to develop breakthrough skincare innovations. From the power of beta-glucans with the New Génifique Repair Clinic to the longevity science behind Absolue L’Extrait, both are examples from Lancôme and they make us trustworthy to our customers,” he says.
On the flip side: experience is paramount. “There is this balance between data-driven expertise and human connection, because the beauty advisor is what will make the difference at the end. We are always chasing for the most advanced technologies to create value for the end consumer,” Beau continues. “The more digitalized we are, the more human we should be. So, it's about finding the right balance with the beauty advisors. This is at the heart of the skincare consultation.”
Since its launch into travel retail in 2020, Maison Margiela Fragrances has seen phenomenal growth, now ranking as a top three brand in premium fragrances in Asia
Message in a bottle
Luxury fragrance positioning is an evolving story for L’Oréal Travel Retail. “It's a subtle mix of being in tune with each brand's DNA and experience because as far as fragrance is concerned, premium fragrance is one the fastest growing sub-categories for us,” says Beau.
He knows that consumers are fragrance connoisseurs. “They are expecting to discover exciting, artistic and unique brands [in travel retail]. Maison Margiela has a unique positioning. We want to craft the edge and not to follow trends,” Beau comments.
Maison Margiela Replica Eau De Toilette (EDT) is a top-performing fragrance in Asia travel retail. Beau attributes this to the fact that “we decided to bottle universal memories with all the feelings and emotions that you leave behind.”
A new Replica Eau De Parfum (EDP) line is set to release next year and will explore extraordinary imaginary worlds. Beau explains, “we are going to propose to the fragrance connoisseur to explore an imaginary and extraordinary world of dreams. Fantasies like Soul of the Forest, Flying, A Walk on the Moon. We’ve got three beautiful masterpieces that just launched in China with very promising first results.”
Also recently launched in October in Hainan Block C, the Lancôme Domaine de la Rose retail concept is an ode to the home of perfumery in Grasse, France. “It all starts with the rose,” says Beau. In partnership with China Duty Free Group, the Lancôme Domaine de la Rose destination is an exclusive worldwide and was fine tuned to create the right balance between transaction and the Grasse experience.
“It goes beyond a simple point of sale, becoming a shopping destination, a real point of experience. This is the ideal space to experience the concept, my challenge is to scale this down to more scattered spaces, to work collectively and find ways to replicate it in travel retail destinations,” he adds.
