“Despite the fact that airport traffic has been heavily impacted by the suspension of flights due to the Covid-19 pandemic, L’Oréal’s Travel Retail teams are still busy and continue to offer the best of beauty in airports and duty-free shops in city centres. L’Oréal Travel Retail provides a range of new beauty experiences with ever-more inspiring stores, offering travellers the best of new technologies and personalisation.”
Motivated teams, despite the turbulence
The Travel Retail teams are still busy and motivated, despite the fall in airport passenger numbers due to the health measures imposed by various countries. The brands have continued to work hard, with the noteworthy launches of two new fragrances in airports in Europe and the Middle East: My Way by Giorgio Armani and Voce Viva by Valentino, inspired by Lady Gaga. Everyone agrees: travellers’ enthusiasm for duty-free shopping remains intact.
Inventing the beauty of the future in duty-free stores
Downtown duty-free shops complement airport stores. They offer a shopping experience that is revolutionising traditional shopping patterns and allow brands to realise their full potential. For example, the downtown duty-free shop in Haitang Bay on the island of Hainan in China, with its eco-designed pop-up stores. Yves Saint Laurent invites travellers into a space that encourages interaction and proposes tailor-made beauty routines as well as targeted solutions thanks to artificial intelligence. Giorgio Armani’s Armani Box On Air immerses consumers in the world of the cinema, giving them the opportunity to put themselves on set and step into the shoes of a filmmaker while trying out the brand’s products: a fun new way of interacting with digital technology. The immersive Kiehl’s Loves Hainan activation from the American brand of the same name features special offers, environmental initiatives based on consumers’ purchases and exclusive livestreams with celebrities.
In South Korea, Lancôme has unveiled the Lancôme x Lotte Duty Free Smart Store at the Lotte Duty Free Main Store in Seoul: a space where travellers can discover the brand’s leading skincare and makeup products through new digital beauty experiences, using augmented reality. The “contactless” store is a new milestone in digital transformation and the innovation of services now being offered in sales outlets, such as virtual makeup try-on.
