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.

Jean-Paul Agon

CEO, L'Oréal

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

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.

 

%

Market Share of L'Oréal in Travel Retail, beauty ( 2013)

%

Percentage of total Sales achieved in Travel Retail (2014)

%

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)