L’Oréal Travel Retail highlights ‘Beauty Shopper-tainment of the Future’ concept
L’Oréal Travel Retail Asia Pacific puts the focus on Luxe Beauty, travelers seeing rest and rejuvenation through its Facial Cocoon lounge
L’Oréal Travel Retail Asia Pacific (TR APAC) highlighted its airport ‘Beauty Shopper-tainment of the Future’ concept at the recent TFWA Asia Pacific Exhibition in Singapore.
According to the company, this “first-ever concept breaks new ground in luxury beauty to elevate travelers’ beauty journeys beyond traditional retail spaces”.
Spanning 510 square meters, the experiential showcase serves as a blueprint for the next generation of travel beauty, featuring three multi-sensory experiential lounges with transformative touchpoints designed for every modern traveler.
Rallying L’Oréal’s extensive portfolio of 22 luxury beauty brands in Travel Retail Asia Pacific – including Lancôme, YSL Beauty, SkinCeuticals, Prada Beauty, Aesop and Kérastase – it is said to set a new precedent for travel luxury by merging beauty, relaxation and personalization into one.
Reshaping the future of Beauty Travel Retail
L’Oréal Travel Retail said its vision is important, noting post-COVID, “a huge appetite for Travel (3.7 billion travelers in 2024) and strong appetite for Beauty”.
Travelers can spend up to two hours in the airport, and L’Oréal’s game-changing animations during this dwell time in the airports captivate experience-seeking travelers, particularly Gen Z, with 47% of travelers expressing that they actively seek immersive experiences. New activations are exclusive to the airport environment.
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Travelers can experience a personalized beauty program
In May 2025, travelers can experience the YSL Beauty Light Club at Changi Airport with shopper-tainment at all four terminals and Jewel Changi for the first-time. SkinCeuticals features Hydrafacial – a high-end medical aesthetic device previously exclusive to domestic Medi-Spas – in an exclusive activation in Changi Airport.
Three Conceptual Experiential Lounges: Tailored For Every Traveler
The pioneering spirit of L'Oréal TR Asia Pacific permeates throughout the experiential lounges, featuring a variety of bespoke touchpoints aimed to elevate the travelers' overall travel experience.
Lounge 1 offers ‘Quick Fix Beauty’, for travelers on tight schedules, with Skin Mist Pods that can be customized by climate and skin type to suit the travel destination
L'Oréal TR Asia Pacific introduces quick-fix beauty
The shopper-tainment destination comes alive through the Sense of Service, offering travelers the best services for this journey to provide personalized product recommendations.
For travelers short on time, the L'Oréal TR Asia Pacific innovation of a Skin Mist Pod offers a quick reset and revitalization of the skin, mind and body. Travelers are guided through a journey via a climate-customized misting pod, express product pairing, and light makeup application featuring bespoke products by L’Oréal’s leading skincare brands–all designed to refresh and prepare the skin before the next journey.
The mist treatment will be personalized based on the traveler’s destination (eg beach, tropical, cold, high altitude etc) and traveler’s travel skin concerns (eg dehydration, dark spots, skin irritation, etc). Powered by advanced steam technology, the beauty advisor at the misting pod will give a tailored consultation on the traveler’s challenges and provide personalized product recommendations to target travelers’ climate-specific skin concerns.
Lounge 2 puts the focus on Luxe Beauty, travelers seeing rest and rejuvenation through Facial Cocoons.
This luxury shopper-tainment area offers a unique, high-end experience focused on pampering travelers. A Luxe Beauty zone provides relaxing Rose Kombucha tea and a complimentary 10-minute Lancôme Longevity skin repair facial featuring the Lancôme Absolute Cryo Sculptor. Light makeovers with premium makeup and fragrances are also available to ensure social-media readiness. A display of historical Lancôme products commemorates the brand's 90th anniversary.
Lounge 3 centers on Lifestyle and Grooming Beauty and is perfect for travelers seeking holistic sensory immersion.
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A dedicated men's area offers premium haircuts, shaves, and facial pampering with L'Oréal Men Expert products
This luxurious immersive space offers travelers a unique ‘Sense of Place, Time, Gifting’ experience, connecting them with destination-inspired fragrance cocktails crafted from premium brands like YSL, Armani, Prada, Valentino, and Aesop. The elevated multi-sensory journey includes a personalized fragrance coaster souvenir emblazoned with an iconic local destination visual, locally-inspired ingredients and curated music via ‘silent disco’ individual headsets for a truly indulgent escape.
Travelers can also enjoy complimentary Kérastase scalp analysis and hairstyling. A dedicated men's area offers premium haircuts, shaves, and facial pampering with L'Oréal Men Expert products, alongside bespoke cocktails and hair styling. According to L’Oréal Travel Retail, this luxurious experience transcends a simple beauty stop, crafting unforgettable travel memories.
L’Oréal Travel Retail’s proprietary 'Pentarchy' Partnership Model
Breaking new grounds, L’Oréal Travel Retail Asia Pacific is committed to leading the reshaping of Beauty Travel Retail through its Pentarchy partnership model – driving first-ever visionary multi-industry travel retail collaborations with key travel industry stakeholders such as brands, airports, retailers, airlines, and media partners.
Travelers' behaviors have shifted rapidly post-COVID, looking for more immersive and unique experiences. With the traffic back to pre-COVID levels, L’Oréal is taking the opportunity to reshape the future of beauty travel retail by reinventing the TR ecosystem partnership called the ‘Pentarchy’: an omni-channel multi-partners strategy from pre-trip, in-trip, to post-trip for a seamless and connected journey, redefining the airport as an engaging destination and place of exciting experiences.
Through the Pentarchy, L'Oréal is redefining the Travel Retail landscape through strategic partnerships, pioneering shopper-tainment beauty immersion at the airport. For the first time, L'Oréal is bringing entertainment, beauty service and a new vision of innovation to the airport.
These include strategic collaborations with long-standing important partners for key markets like Singapore, such as Singapore Economic Development Board (EDB), Changi Airport Group, The Shilla Duty Free Singapore and its partnerships with notable partners like Meta, Grab, KrisFlyer and UOB.
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The ‘Shopper-tainment of the Future’ concept is L’Oréal Travel Retail's vision for what travel beauty can become: immersive, intelligent and unforgettable
Emmanuel Goulin, President of L’Oréal Travel Retail, said, “At L’Oréal Travel Retail, we believe in creating beauty experiences that resonate emotionally, culturally, and memorably. The L’Oréal Airport Beauty ‘Shopper-tainment of the Future’ is our vision for what travel beauty can become: immersive, intelligent and unforgettable. As global travel accelerates and the appetite for beauty keeps getting stronger, we are proud to lead the reinvention of the category with world-class partners and future-facing innovations.”
Jesus Abia, Managing Director of L’Oréal Travel Retail Asia Pacific, commented, “The travel retail landscape is evolving rapidly, travelers today seek personalized immersive moments to enhance their travel journeys. At L’Oréal Travel Retail Asia Pacific, we are committed to pushing the boundaries of beauty experiences to captivate modern travelers.
“In key travel markets like Singapore which is home to the world’s top airports and airline for example, we are working with key travel industry partners and Economic Development Board closely for the next decade and beyond, to implement groundbreaking innovations in the same spirit of our L’Oréal ‘Beauty Shopper-tainment of the Future’. Travelers can already experience many of our exciting shopper-tainment implemented in Changi Airport with The Shilla Travel Retail such as YSL Beauty Light Club and SkinCeuticals.”
Melissa Guan, Vice President and Head, Consumer, Singapore Economic Development Board, added, “Singapore is honored to be home to L’Oréal Travel Retail Asia Pacific’s headquarters. Singapore’s strong connectivity to end markets, established track record of consumer innovation, and rich ecosystem of partners drive significant value for the numerous travel retail hubs of global consumer companies. We look forward to the continued partnership with L’Oréal to shape the future of travel retail from Singapore.”
Hung Jean, Managing Director, Airside Concessions, Changi Airport Group, said, “Changi Airport has always been more than a transit point – it's a space for discovery and delight. We're thrilled to partner with L’Oréal Travel Retail Asia Pacific to redefine the future of travel retail. Together, we've transformed airport spaces through bold shopper-tainment experiences, exclusive events and perks with Changi Rewards, and expanded access to L’Oréal products on iShopChangi. Their innovative, sensory-driven approach perfectly complements our vision of making every journey through Changi truly exceptional.”
Jeff Lee, VP Head of International Business, The Shilla Duty Free, shared, “As one of Asia’s leading travel retailer, The Shilla Duty Free is proud to collaborate with L’Oréal Travel Retail Asia Pacific on pioneering experiences for travelers. For example, YSL Beauty Light Club is the first time ever for a brand to have activations in all four terminals in Changi Airport and Jewel. For SkinCeuticals, this is the first time ever that any skincare brand brings high-end medical aesthetic devices for travelers in the airport. I am proud to share that we are partnering to drive personalized immersive beauty experiences and destination-inspired activations, and reshaping the way travelers engage with beauty beyond just traditional product retail”.
YSL Beauty Light Club
L’Oréal Travel Retail and YSL Travel Retail Asia Pacific, together with The Shilla Duty Free Singapore, are revolutionizing the travel retail experience with the launch of YSL Beauty Light Club at Changi.
This first-ever airport-wide activation for travelers from April 18 to May 25, 2025, engages different traveler profiles across all four terminals, including a week-long activation at Jewel Changi Airport’s Forest Valley. The YSL logo will be emblazoned on the world’s tallest indoor waterfall that attracts over 28 million foreign visitors every year, captivating potential travelers before their planned travel journey.
Some of the exciting shopper-tainment experiences include:
- AI-powered DJ: curates a signature YSL Beauty makeup look for the traveler, and leads them to iShopChangi, the online pre-order platform of Changi Airport.
- YSL Elevator: different ‘floor’ buttons allow travelers to explore different scents from Le Vestiaire des Parfums collection, record short videos, using a YSL Beauty Loveshine lipstick to leave messages on the interactive magic mirror for sharable social media moments.
- Silent Disco personalized fragrance finder: Through a personalized quiz about their music preferences and personal style, travelers will receive their unique fragrance match.
- Bespoke cocktails inspired by top Asian travel destinations: Travelers can discover the exceptional renewed Le Vestiaire Des Parfums collection at the fragrance bar while indulging in bespoke asia-destination-inspired cocktails expertly crafted by professional bartenders.
- Changi-First products: Travelers will be the first in Asia-Pacific to experience the new Le Vestiaire Des Parfums collection, a range of exceptional fragrances inspired by the style and spirit of Monsieur Saint Laurent.
For the first time in Singapore, L’Oréal Travel Retail has also driven a Pentarchy Partnership with Changi Airport Group, The Shilla Duty Free Singapore, Singapore Airlines KrisFlyer, Grab, Meta, UOB to create a unique and enhanced shopping experience specifically designed for travelers.
This innovative collaboration begins before travelers even arrive at the airport, offering a seamless and integrated journey, connecting online discovery with offline experiences, such as: Changi Rewards, KrisFlyer, and Meta partnerships that share messages to travelers based on their interests, while Grab partnership allows travelers to receive information and special offers for YSL Beauty Light Club while on the way to the airport.
SkinCeuticals
SkinCeuticals, the #1 medical aesthetic skincare brand globally, debuts its first travel retail outpost worldwide at Changi Airport Terminal 3 from April 27 to June 4, in partnership with Changi Airport and The Shilla Duty Free Singapore.
Some of the immersive beauty shopper-tainment experiences include:
- This is the first time ever that a skincare brand brings high-end medical aesthetic devices for travellers in airport.
- By introducing Hydrafacial - a high-end medical aesthetic device previously exclusive to domestic Medi-Spas - to travelers in Changi Airport for the first time worldwide, SkinCeuticals is making the best aesthetic beauty skincare experience accessible to airport travelers.
- Exclusive SkinCeuticals x Hydrafacial Professional Facial Treatment: For travelers, they can experience this 3-step non-invasive aesthetic skincare treatment provided by professional beauticians from Calvin Chan Aesthetics. In less than 30 minutes, the SkinCeuticals x Hydrafacial Professional Facial Treatment offers improvements in skin quality, texture, and tone. This synergistic experience showcases the complementarity of SkinCeuticals products to medical aesthetics, and embodies the Integrated Skincare philosophy of SkinCeuticals.
At the same time, travelers are also engaged before they depart, to book pre-flight and experience in transit before their flight through exclusive product, and promotions, at The Shilla Duty Free Singapore in Changi Airport. SkinCeuticals Collagen-III Amplifier serum – an innovative skincare solution to visibly improve skin texture, firmness, and reduce fine lines – is highlighted.
Travelers can enjoy Alipay dedicated promotion, Changi-pay dedicated promotion, and hear about this in Weibo and XiaoHongShu through celebrity endorsement, supported by The Shilla Duty Free Singapore.
Commitment to Sustainability & Innovation
The L’Oréal Airport Beauty ‘Shopper-tainment of the Future’ pavilion was also designed to reflect L’Oréal’s commitment to sustainability with a positive environmental or social impact. The space was constructed with over 90% sustainable materials, incorporating recycled, upcycled, or eco-friendly materials, 3D printing, and eco-conscious practices across its activations.
