BEAUTY GIANTS: L’ORÉAL – VINCENT BOINAY
“Technology is not going to replace people. Technology is going to enhance the service people are going to provide. When we see today a beauty adviser using ModiFace technology, the engagement with customers vastly increases.”
Vincent Boinay, L’Oréal Travel Retail Worldwide
“Travellers need to regain confidence in travelling and shopping again and this is what we have to be obsessed with,” explains Boinay. As he makes clear, without the
trust of travellers, a recovery is impossible. But trust is not easy to regain and must be built on solid foundations of data and research. “We need to work with all industry
stakeholders, to share information about what’s going on and what customers’ expectations are at this time,” stresses Boinay. “L’Oréal, as a beauty leader, has a lot to share but we also have a lot to learn.” Boinay highlights that as an
industry, travel retail is data- poor and that it should be doing ‘much better’. “We can do way better…we know the future is going to be data-driven.”
Beauty tech innovator Aside re-building customer trust and improving data resources, L’Oréal is committed to driving beauty innovation through tech and insists it has been at the forefront of the ‘beauty tech crusade’ for many years. Boinay says: “More than 10 years
Despite the Covid-19 crisis, the new Armani scent My Way has landed on shelves in travel retail.
ago, digital was already a key topic and the acquisition of ModiFace in 2018 was just one step in this
Beauty tech meets sustainability drive in China with YSL Beauté
Epitomising L’Oréal’s mission to push the boundaries of beauty tech, while improving its carbon footprint, in September YSL Beauté hosted a pop-up to showcase its new Pure Shots skincare range at CDFG’s Haitang Bay Duty Free Shopping Complex. The ecologically-designed space
allowed travellers to interact with advanced AI technology for tailor-made beauty routines. Sustainability drove the project, right from the design sketches of the 30sq m pop-up space. More sustainable materials, such as FSC- certified wood and recycled glass, were selected, and materials were designed to be separable for circular end-of-life recycling purposes. Parts of the fixtures were also designed
to be reused for other purposes. To fuse technology with beauty, the pop-up introduced the ‘YSL Urban Skin Check’, offering travellers a quick five-minute
50 TRBUSINESS
diagnosis of their skin and tailored skincare routine recommendations. The patented ModiFace AI technology used a skin-scoring model based on over 10,000 images of women around the world. “Customers are extremely savvy, and
they are looking more and more for purpose-led products,” said Vincent
Boinay, General Manager for Travel Retail Worldwide, L’Oréal Group. In addition to the skin diagnostic tool,
the pop-up featured a BeautyMatic vending machine, allowing visitors to redeem exclusive gifts with a YSL coin. “Not only have we invented the beauty
of tomorrow with digital innovations and services, we have also pushed boundaries to catalyse a positive change towards more sustainable retailtainment,” said Emily Coleman, General Manager at YSL Beauté Travel Retail Asia Pacific. “The newly launched Pure Shots
YSL Beauté Pure Shots sustainable pop-up at CDFG’s Haitang Bay complex.
skincare series with its revolutionary skincare concept targets those who live in urban areas with a fast-paced lifestyle and high pressure. With ten years’ of research and development, the new products innovatively fuse five natural plant extracts combined with cactus extract to reboot the loss of the skin’s energy and to recover the skin’s balance.”
OCTOBER 2020
development. ModiFace is actually an amazing technology embedded in many services from virtual try-on to skin analysers.” He rightly points out that these
services will be of paramount importance in a world where travellers will expect contactless procedures and this should not exclude the shopping environment. “We are progressively
implementing new services such as the virtual trying-on of colour cosmetics across numerous brands, the use of QR codes in stores, new skincare match-making services, among others. Perhaps not at the speed we would like, but it’s as fast as the speed of market recovery will allow.” He insists that brand ambassadors
i.e frontline staff, will remain integral to the sales environment. “Technology is not going to
replace people. Technology is going to enhance the service people are going to provide. When we see today a beauty adviser using ModiFace technology, the engagement with customers vastly increases. “We also measure that the
average basket size is bigger, and our ongoing relationship with the customer is stronger. ” «
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