Case Study: L’ORÉAL TRAVEL RETAIL

The Brand & Campaign Context

Since 1947 and the opening of our first duty free store at Shannon Airport, Travel Retail has grown at the speed of light. L'Oréal Travel Retail is also nicknamed the “6th continent”. A continent without borders with the largest airports in the world as its capitals, populated by cosmopolitan inhabitants with different styles, budgets and needs. For those travelers called “global shoppers”, shopping is an integral part of the trip. They shop anywhere, anytime, and are always happy to kill time exploring the new products on offer in the Departures Hall. While it is present in duty-free shops in city centers, on planes, on cruise ships and in border stores, Travel Retail mainly invades airports, which account for more than 50% of its total sales. We have helped L'Oréal to develop its reputation in China.