Key success story- Perfumes & Cosmetics: L’Oréal
Success Travel Retail Strategy based on:
- Expertise on and in-depth knowledge of the profiles of global shoppers
- Limited editions for Travel Retail : Voyage from Lancôme
- Adapted offers to address the specificities of local markets : in 2014, L’Oréal created its first dermo-cosmetics haircare bar (Vichy & La Roche posay & Kérastase) in Hong Kong to address the Chinese consumers’ needs
- Customized customer service : bilingual sales assistants to address clients in their local language
- In-store airport animations: hair bars in Chinese airports
- Excellence on point-of-sale : communication adapted according to the consumer’s country of origin
Travel Retail is a key channel for reaching over 1 billion new consumers, it is present around the world as a 6th continent.
Key facts:
- A pioneer in Travel Retail: L’Oréal was present in 1947 in the first duty-free shop in Shannon
- From the 1980s, L’Oréal Luxe has adapted its offering by developing specific product lines for travel retail
- In November 2013, L’Oreal created a division dedicated to Travel Retail
- L’Oréal is the only group that addresses all of the beauty segments in travel retail, from luxury to mass market and from dermocosmetics to professional products.
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Market Share of L'Oréal in Travel Retail, beauty ( 2013)
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Percentage of total Sales achieved in Travel Retail (2014)
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Percentage of sales achieved by the luxury division in total Travel Retail sales ( 2014)
Numbers of L'Oréal employees worldwide in the Travel Retail field (including beauty advisers)
