THE SIXTH
CONTINENT
L’Oréal, as the traditional beauty leader
in travel retail(1), has high ambitions
for this channel as part of its strategy
to win over a billion new consumers.
(1) Source: Generation data, market share value 2013.
A DYNAMIC CHANNEL
WITH STRONG GROWTH POTENTIAL
“ L’Oréal had a good year in travel retail – a dynamic channel rich in opportunities. ”
Vincent Boinay
Managing Director
L’Oréal Travel Retail
60
BILLION USD(1),
TRAVEL RETAIL MARKET
+7.6%
TRAVEL RETAIL SALES GROWTH(2)
(1) Source: Generation panel, all sectors combined, 2013 sell-out. (2) Like-for-like.
LEARN MORE
Travel retail – meaning sales made in areas devoted to travellers or in duty-free shops – is a particularly dynamic market, which is expected to double in size over the next 10 years(1). In 2014, the opening of the Haitang Bay International Shopping Complex in China and a new airport in Qatar were highpoints illustrating the channel’s vitality.
Beauty is the top category in travel retail(1), making the channel like a sixth continent for L’Oréal. The cosmetics sector in this market is changing, moving away from multi-category stores towards specialised beauty boutiques. Traditional leader(2), L’Oréal is the only group that addresses all of the beauty aspirations of travelling consumers, from luxury to mass market and from dermocosmetics to professional products. In 2014, L’Oréal rolled out the VICHY and LA ROCHE-POSAY brands in its dermacenters and opened up the luxury haircare category in the channel with KÉRASTASE.
(1) Source: Generation. (2) Source: Generation data, market share value 2013.
Voir moinsJOURNEY OF
TRAVELLING CONSUMERS
Travel retail consumers are global shoppers who buy not only where they live but also whilst travelling. L’Oréal has studied the destinations favoured by each nationality among these consumers in order to offer them a personalised approach with tailored experiences, beauty consultants who speak their language, targeted product choices and even point-of-sale events celebrating their holidays or important events.
ATTRACTING
NEW CONSUMERS
Travel retail provides an ideal showcase for the group’s brands and helps to maximise visibility through point-of-sale events. It also plays a crucial role in building customer loyalty and recruiting new consumers.
London Airport
The travel retail channel serves as a laboratory for enhancing and improving the customer experience and developing unique new services. It is also helps to amplify major successes, such as “La vie est belle” by LANCÔME.
Bangkok Downtown Duty Free Shop
L’Oréal relies on the expertise it has developed over the past 30 years, first in the luxury segment, then with L’ORÉAL PARIS and The Body Shop, to conduct targeted launches of all of its brands in the travel retail channel.
Chinachem Downtown Duty Free Shop
In 2014, L’Oréal rolled out the VICHY and LA ROCHE-POSAY brands in its dermacenters, including the first to open in Hong Kong.
Singapore Airport
L'Oréal also opened up the luxury haircare category in the channel this year with KÉRASTASE.
