THE BEAUTY REPORT: L’ORÉAL L’Oréal TR 2016: Makeup and fragrances standout


L’Oréal Travel Retail reported that makeup was its ‘most dynamic category’ in 2016, in a year in which the global beauty powerhouse weathered challenges from volatile global markets. Luke Barras-Hill and Charlotte Turner report.


with special events, helping to boost sales across the category, particularly in Europe and Asia. On the skincare side,


men’s cosmetics are seen as a high-potential segment for L’Oréal Travel Retail. Global football icon David


Beckham’s role as spokesperson for Biotherm Homme was celebrated with a number of special events, establishing barbershops


in


airports in Barcelona, London and Copenhagen. Meanwhile, L’Oréal Men Expert


also proved successful with its Male Grooming Club, which opened at Singapore Changi Airport. L’Oréal


Travel Retail’s


Above: YSL steps up its exposure with redesigned shop-in-shops at Heathrow Airport.


I


n L’Oréal Travel Retail’s annual report, the company praised the ‘remarkable success’ of its Yves


Saint Laurent and Giorgio Armani brands in Asia, alongside high sales for Lancôme et Shu Uemura in the lip segment, as all L’Oréal Group brands contributed to growth. The division has certainly made


a conscious effort to enhance the exposure of the Yves Saint Laurent brand in particular at London Heathrow – and some other airports – in partnership with WDF, by redesigning its YSL spaces. YSL Beauté entered a new era this


year with the appointment of former Estée Lauder Makeup Creative Director, Tom Pecheux. The globally renowned makeup artist, was appointed Global Beauty Director for YSL Beauté in January. Pecheux’s experience working


“In a highly volatile global market, L’Oréal Travel Retail had a good year and strengthened its leadership in the distribution channel.”


Vincent Boinay, Managing Director, L’Oréal Travel Retail


44 TRBUSINESS


for L’Oréal’s major competitors, Shiseido and Estée Lauder will no doubt be invaluable in his new role. [In 2012 TRBusiness interviewed the man in Paris for the launch of his Pure Colour makeup and nail lacquer collections for ELC]. In its annual report, L’Oréal


Travel Retail also highlighted the importance of its L’Oréal Paris brand in travel retail which has certainly upped its presence in recent months. This brand has indeed continued


its expansion with new airport counters, including at Paris-Charles de Gaulle, flanked by exclusive offers such as Looks-on-the-Go travel sets. Urban Decay also counted 48 travel retail points of sale by end-2016.


High-end fragrances But it was not only makeup which helped to make 2016 a successful year for L’Oréal. According to LTR, high-end fragrances such as Lancôme La Vie Est Belle, Yves Saint Laurent Black Opium and Giorgio Armani Code Homme and Sì helped to strengthen L’Oréal Travel Retail’s fragrance market position, despite the ‘lacklustre’ conditions impacting travel retail globally. New Yves Saint Laurent fragrance Mon Paris featured in a global launch


dermocosmetics and luxury haircare divisions continued their growth paths, supported by the opening of nine new dermacenters dedicated to skincare. Two flagship Active Cosmetics


Division brands ran ‘Healthy Skin under the Sun’ campaigns at Oslo and Copenhagen airports, complete with diagnostics and personalised advice. Salon professional brand Kérastase


has also opened 15 salons in prestigious locations since 2014, and continues to showcase its expertise and full product range to travellers. L’Oréal Travel Retail notes that digital technology is driving success


Makeup stood out for L’Oréal Travel Retail in 2016, in particular the performance from L’Oréal Paris.


JUNE 2017


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