Constant innovation and a drive to engage travelling shoppers in new ways. Those were the central pillars of L’Oréal Travel Retail’s offer at last week’s TFWA Asia Pacific Exhibition in Singapore.
Showcasing its vision for the industry, under the banner of “reinventing the future of travel retail”, L’Oréal presented some of its “entertainment destinations” which speak to the 47% of travellers who are actively seeking immersive experiences in the market.
The L’Oréal pavilion at the show sought to present its portfolio of brands in “iconic playgrounds”, covering all the touchpoints in the Perfumes & Cosmetics category including consumer and luxe brands, as well as haircare, dermatology and fragrance.
The L’Oreal Travel Retail pavilion showcased the company’s plans for the future
The pavilion itself was created using 90% renewable, recyclable or reusable materials, in line with the company’s desire to speak to the eco-conscious modern consumer. Entering the space, guests were greeted by the Miu Miu display, which spotlighted the brand’s Gen Z appeal, with the Miutine fragrance line and travel retail exclusive sets.
A dedicated travel retail offer was at the heart of much of the display, with a gifting luggage travelator showcasing luggage pieces tailored to different shopper profiles and destinations. The Moment of Discovery blotter revealed hidden travel moments when sprayed with a fragrance, while both YSL Beauty and Prada Beauty displayed their travel retail exclusive sets, created for specific moments such as Lunar New Year.
Lancome offered immersive self-care treatments for travellers and guests
Seeking to elevate the retail experience, the Prada Market offered a new take on grocery shopping, with a playful aesthetic. For the TFWA Asia Pacific show, the concept was adapted to an immersive café to underline the key role of F&B and hybrid experiences.
Helena Rubenstien also showcased a dedicated take on a recognised travel moment, with the First Calss recovery lounge, allowing shoppers to take advantage of skincare consultations and treatments in-store.
Nearby, Lâncome also displayed its dedicated traveller experiences with immersive moments including an Oxygen Boost headset which allows travellers to get an “instant cell energy reboost” through technology developed with a Singapore start-up which mimics that used by pilots and top athletes.
The overall approach reflects a refocus on creating moments for shoppers, rather than simple purchase opportunities. Speaking in the Agora during the show, Jesus Abia, Managing Director of L’Oréal Travel Retail in Asia Pacific, said: “Consumer centricity today is no longer about the point of sale.
“It is about the point of discovery and the point of experience.”
The Lancome team showcased their Absolue Longevity range
Elsewhere in the L’Oréal pavilion, skincare and suncare were the focus for La Roche-Posay and Kiehl’s. The former provided an interactive tennis game and UV camera, which provided skincare insights, while Kiehl’s showcased a retro Y2k-inspired nostalgia design for its Better Screen UV Serum. Meanwhile, Biotherm’s water bottle-shaped display demonstrated how to create impact in a small space, and Kérastase offered hair diagnoses on-site.
Finally, the L’Oréal Paris zone spotlighted the brand’s travel retail exclusive approach, with sense of place aspects which recalled Singapore’s Gardens by the Bay, and interactive touchpoints such as red light therapy and a creative station where shoppers can create charm bracelets.
The fragrance category was carried by Armani with its Dolci Café concept, which is tailored to social media users, and a striking Aesop zone which offered a curated selection of travel-size products.