BEAUTY REPORT: L’ORÉAL


who assumed the role of L’Oréal Luxe UK & Ireland General Manager. Since joining the company in 1998,


Bianco has held several positions including Product and Marketing Manager in Italy, France and Spain and Deputy General Manager of the Shu Uemura brand in Japan. In 2014, he became General


Manager of Lancôme & Clarisonic in Travel Retail Americas and was credited for bringing a new direction to Lancôme, primarily through digital innovation, modern retailing and enhanced customer service. Speaking to TRBusiness, long-


serving L’Oréal Travel Retail Managing Director Vincent Boinay delivered an assessment of the current business. He says: “We probably have the best portfolio in the industry with brands meeting all types of customer expectations and answering all types of customer profiles. “Travel retail and international


traffic is up and we are strengthening our leadership.” Referring to travel retail as the ‘sixth continent’ of L’Oréal,


a description used on frequent occasions, Boinay adds: “This shows the commitment of L’Oréal to travel retail. We are probably the number one beauty company in the world with an established travel retail unit within the group.” Last year in Cannes, Boinay


identified a series of megatrends including click and collect and the emergence of Chinese shoppers, millennials and middle classes that are acting to drive future growth among its divisions. He adds: “Things are moving


as far as embracing elements like click and collect are concerned, but are they moving quickly enough? I don’t think so. This is something we are working on with our partners. The aim is to keep developing these innovations within travel retail and make the lives of our travellers more convenient. In doing so, we will increase penetration and conversion in our industry.” Offering an insight into the overall


L’Oréal Travel Retail airport strategy, Boinay emphasises the importance of bringing ‘the best’ for customers.


Next stop — Charles de Gaulle


Following February’s launch of the Giorgio Armani travelling pop-up at Hong Kong International Airport, next stop was Charles de Gaulle Airport. Located in Terminal S4 (Hall M), which


is mainly used by Asian travellers, the 20sqm beauty pop-up launched on 1 March was a 90% makeup experience. It remained in the terminal until the


beginning of May and will next head to the China Duty Free store in Haitang Bay, Sanya, followed by Sydney Airport. As visitors entered the pop-up, they


were greeted by ‘Uri’ the gorilla, its signature emblem. This resin gorilla comes from a film set and was a gift to Giorgio Armani. It now takes pride of place in his Milan home. The gorilla was specially reproduced


by Italian artist Marcantonio Raymond Malerba for the Armani Box and is featured on a limited-edition Lip Maestro lipstick and Armani Box shopping bags. Vincent Boinay, L’Oréal Travel Retail


Managing Director, described the pop- up as a ‘perfect cocktail’ of surprise, seduction and service. He says: “When


JUNE 2018


you have the quality of the staff, space, products and brand something like this is successful.” Underlining the power of the pop-up


concept in general, he adds: “It can be extremely powerful for several reasons. The first is image and the ability to meet what we call very qualified customers in a terminal. “Second, is the experience brought


to customers and the interaction with them. We can focus on this here in a very specific area, but it is often impossible in a main store due to elements such as time and space. “Thirdly, you can bring new elements


into this kind of pop-up such as the Instagram wall and other digital features in this store.” Meanwhile, passengers instore could


also have their make-up done by an Armani face designer. They could then try the Armani


Complexion range situated on one side of the store and full Armani Lip Range located on the other. The Armani Lip Range features ‘the


The Armani Box beauty travelling pop-up at Paris Charles de Gaulle Terminal S4.


TRBUSINESS 35


iconic’ Lip Maestro and latest Lip Magnet. The limited edition Rouge d’Armani


shade (#501 Milano) was also exclusively available at the Paris pop-up, which offered a complete digital experience. This included a photo-booth giving


visitors the chance to take selfies with ‘Uri’ as regular photos or animated GIFs. The Connected Mirror concept also


enabled customers to record their make- up sessions and have the footage sent to them.


Former footballer David Beckham has created new male grooming brand House 99.


“We are probably the number one beauty company in the world with an established travel retail unit within the group.”


Vincent Boinay, Managing Director, L’Oréal Travel Retail


“We can’t deliver everything as


they don’t have the time to discover everything. We have to give them the opportunity to find the best.” «


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