BEAUTY REPORT: L’ORÉAL TRAVEL RETAIL


when you make things a priority you ensure things are being done in an efficient way. “[As you know] we have a ‘Sharing


Beauty with All’ programme at L’Oréal, which has provided us with a framework to reduce our carbon footprint and to be more sustainable in everything we do. “With this booth, we really


believe that we have walked the talk, contributing more positively to the planet. Before all our meetings with the retailers (in Singapore), we gave them a tour of the booth and told them why we are doing this.”


Ninety percent recyclable With a view to making the booth more eco-friendly, the company ensured that 90% of the materials used for the construction of the booth were recyclable. “The idea is to think more long-


term so this booth will be used for three years,” confirmed Goulin. “After three years, everything


which is still usable will be donated to NGOs so we don’t produce any waste for landfill.” The devil was in the detail – such


as using crockery rather than plastic cups and plates and hiring plants to adorn the booth – as Goulin revealed. “The size of our company gives


us a responsibility at a trade fair like this to bring the sustainability topic to the table and I think it shows the industry the way we want to run our business.” L’Oréal’s environmental approach


begins with its products. For example, all the company’s travel exclusives are made with FSC (Forest Stewardship Council) certified paper and it tries to get rid of the cellophane as much as possible. “We use recyclable cotton


bags; our pouches are recyclable polyester and we try to use recycled acrylic as much as possible to build gondolas and pop-ups in travel retail locations,” added Goulin. More permanently, in July TRAP


will move its warehouse in Singapore to a facility called the Blue Hub that is more sustainable than its previous one and will reduce energy consumption by 40%. “We will use rain water as much as


JUNE 2019


possible too,” said Goulin. “We have even looked at the transportation of goods. For example we fuel our trucks with recycled oil from the restaurants in Singapore. We also try to arrange to transport our products by ship rather than by plane. Here there is obviously a cost to absorb as the logistics are not as straightforward by sea.”


Tackling an important issue Other examples of L’Oreal Travel Retail Asia Pacific’s approach to sustainability include a recent Kiehl’s initiative. During a Chinese New Year activation at Singapore Changi Airport the brand donated 1 SGD (72 cents) for every purchase to support Singapore NGO Zero Waste SG. The brand collaborated under the NGO’s Buy Your Own Bag (BYOB) programme to educate and remind shoppers to use reusable bags. Of course, in some respects


L’Oréal is just giving consumers what they want as Goulin told TRBusiness that sustainability is already very important to them. “Fifty-eight percent of them are


saying that sustainability is a key criteria in their decision-making process. If you look at the millennials, 73% are saying that they will buy a product based on whether it is sustainable or not.” So why doesn’t everyone do it, TRBusiness asked Goulin.


“Travel


retail has historically been quite short-term in its approach due to the length of concession contracts etc.,” he said. Goulin insisted that their retail partners have reacted very positively to the new booth and the division’s other endeavours and told TRBusiness that ‘it makes sense’ to everyone. Whether everyone is able to ‘walk the talk’ as L’Oréal has been able to, remains to be seen, however, Goulin believes there is no other option. “Even if people are not so


concerned about sustainability in their daily working lives, they do care as parents. They don’t want their kids to inherit the consequences of our actions. This topic crosses cultures and generations. “Future generations will not


forgive us if we do not play our role and do not tackle this topic seriously,”


L’Oreal TFWA booth product panel. TRBUSINESS 35


“Future generations will not forgive us if we do not play our role and do not tackle this topic seriously. We want to lead the change to sustainable development in the travel retail channel so the next generation can enjoy beauty the way we do today.”


Emmanuel Goulin, L’Oréal Travel Retail Asia Pacific (TRAP)


said Goulin. “We want to lead the change to sustainable development in the travel retail channel so the next generation can enjoy beauty the way we do today.” «


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