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

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  ]