BEAUTY REPORT: L’ORÉAL


L’Oréal lauds ‘best portfolio’ in DF&TR as it seeks to maximise potential


After celebrating its 40th anniversary last year L’Oréal Travel Retail is continuing to set a benchmark in 2018, with new product launches and activations that stretch the boundaries of innovation. Andrew Pentol speaks to travel retail Managing Director Vincent Boinay.


‘premium shopping’ experiences. Since then, much of the focus


has been on Giorgio Armani. Key launches have included its first Yacht Club Animation concept at Singapore Changi Airport with The Shilla Duty Free, and the Armani Box beauty travelling pop-up store in DF&TR. The former was positioned


adjacent to The Shilla’s Changi Airport T1 store in the Transit Departure area from 28 March to 26 April and highlighted new fragrance for men Acqua di Giò Absolu from the Acqua di Giò Homme franchise. The latter was initially introduced


Above: The Armani Yacht Club Animation in the Transit Departure area at Singapore Changi Airport T1 highlighted new fragrance for men Acqua di Giò Absolu.


Right: House 99 Tattoo Body Moisturiser.


F


resh from celebrating its 40th anniversary at the Tax Free World Association show in


Cannes last year, L’Oréal Travel Retail has set about maximising the ‘strong potential’ highlighted in the group’s 2017 results. The first half of this year was


certainly busy, with the launch of David Beckham’s new House 99 grooming brand in DF&TR. The House 99 collection features


products for beardcare and shaving, haircare and styling, and skincare and bodycare. The beardcare and shaving products include a purifying beard


“Things are moving as far as embracing elements like click and collect are concerned, but are they moving quickly enough? This is something we are working on with our partners.”


Vincent Boinay, Managing Director, L’Oréal Travel Retail


34 TRBUSINESS


scrub, beard and hair balm and beard oil, which allows users to change their look on a daily basis. It also features several shaving products for a comfortable shave. The hair range comprises three


different shampoos, as well as gels, fixing sprays and other products to help texture, shape and style hair. Finally, the body-care range includes a tattoo body moisturiser, a body and hair wash, plus a deodorant. The House 99 launch,


preceded the opening of a 60sq m L’Oréal Paris store at the King Power Rangnam Road downtown DF complex in Bangkok. The new outlet is an


opportunity for L’Oréal Paris to tap into the growing middle-class


travelling


consumer market, particularly Chinese travellers, who are considered to be ‘the driving force’ in Asia’s travel retail growth. To address this market’s needs,


the outlet offers the brand’s latest products, as well as ‘unique’ and


to DF&TR for the first time in January at Hong Kong International Airport (Departure East Hall Level 6 North). With hot red walls and black


lighting fixtures, the company said the Giorgio Armani travelling pop-up was modern and elegant and in line with the brand’s DNA. L’Oreal Travel Retail also said


it was a way to experience a new and modern retail expression, raise brand awareness and allow travelling customers to discover Giorgio Armani makeup through exclusive ‘retailtainment’. The pop-up has


since


been implemented at Roissy Charles de Gaulle International Airport S4 (Hall M) where it remained until the beginning of May (see box opposite).


Internal change Amid the various new openings and product


launches, there has been a key internal change with the appointment of Gianguido Bianco as new L’Oréal Travel Retail Middle East, Africa and India General Manager in April. Bianco replaced John Mangan,


JUNE 2018


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