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L’Oréal Has Built A World Of Beauty Marketing In Airports Globally

November 28, 2017: 12:00 AM EST
L’Oréal operates on all five geographical continents, and on one that is conceptual but still real and large. The travel retail segment comprises airports where stores sell a wide range of L’Oréal makeup, fragrances, and cosmetics between flights. After four decades, travel retail continues to thrive, driven by Millennials taking advantage of low-cost flights and by Chinese consumers – a market set to double in size by 2023. Digital technologies are also at work in travel retail, along with “retailtainment,” a strategy of transforming points of sale into spaces where women can get their make-up done, or pop into a lip bar. At one of nine airport dermacenters, L’Oréal customers can consult with a specialist who performs skin analyses.   [Image Credit: © L’Oréal  ]
"Over Four Decades, Travel Retail Has Grown to Become L’oréal’s “Sixth” Continent", News release, L’Oréal, November 28, 2017, © L’Oréal
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