Black Opium animation at the Yves Saint Laurent point of sale, Heathrow Airport in London, United Kingdom
Worldwide advances

Travel Retail: L'Oréal’s 6th continent

"In a highly volatile global market, L’Oréal Travel Retail had a good year and strengthened its leadership in the distribution channel(1). Digital technology is transforming and galvanising Travel Retail, particularly where Millennials(2) are concerned. The channel is also becoming more accessible thanks to the development of low-cost airlines, and is growing to handle the surge of new middle class consumers – especially Chinese customers , whose numbers are slated to double by 2023(3)."
Vincent Boinay
Managing Director L’Oréal Travel Retail
No.1 - L'Oréal is the leader in Travel Retail(1)

Make-up leads the way

In 2016, make-up was Travel Retail’s most dynamic category. All the L’Oréal brands contributed to growth, particularly in Asia, where Yves Saint Laurent and Giorgio Armani met with remarkable success, and in the lip segment worldwide, where Lancôme et Shu Uemura spearheaded sales. L'Oréal Paris continued to expand, underpinned by exclusive offers such as Looks-on-the-Go travel sets. The brand also opened new airport counters, including one at Paris Charles de Gaulle.
Giorgio Armani point of sale at the San Francisco Airport in the United States; L'Oréal Paris point of sale at Paris Charles de Gaulle Airport in France; Animation "Shake your Beauty" at the Lancôme point of sale at Waikiki Airport Hawai Downtown in the United States.
48 Travel Retail points of sale for Urban Decay at end-2016

Market share gains for fragrances

In a lacklustre Travel Retail market worldwide, L’Oréal continued to strengthen its positions with high-end fragrances such as La Vie Est Belle by Lancôme, Black Opium by Yves Saint Laurent, and Sì and Code Homme by Giorgio Armani. The new Yves Saint Laurent fragrance, Mon Paris, was featured in a global launch complete with special events. The perfume helped to boost sales of women’s fragrances, particularly in Europe, and has been very successful with Asian consumers.
Billboard of Sì by Giorgio Armani, Dubai Airport
180 million Chinese global shoppers in 2023(3)

Digital technology drives success in Asia

The travel market is taking full advantage of the possibilities offered by digital technologies. New purchasing methods, which allow consumers to reserve or pay online before they leave for the airport, are boosting sales. This trend is particularly strong in Asia, where distributors’ online shops have become important platforms for L’Oréal’s brands in this channel. As a result, sales doubled in 2016, significantly expanding a channel that is strategically important for the group.
Traveler experiencing new online shopping methods ("click & go") with the help of a consultant at the Lancôme point of sale at Paris Charles de Gaulle Airport in France

A closer look at men’s cosmetics

Skincare remains an important category for L’Oréal in the Travel Retail channel, particularly in the high-potential men’s cosmetics segment. To celebrate David Beckham’s new role as the spokesman for Biotherm Homme, the brand hosted several special events, setting up barbershops in airports in Barcelona, London and Copenhagen. L’Oréal Men Expert also proved successful with its Male Grooming Club, opened in Singapore’s Changi Airport.
Biotherm barber shop in Barcelona Airport in Spain
23 L'Oréal brands in the Travel Retail channel

Dermocosmetics and luxury haircare in the spotlight

La Roche-Posay and Vichy continued to expand in Travel Retail, underpinned by nine new dermacenters, dedicated exclusively to skincare. At Oslo and Copenhagen airports, the two flagship Active Cosmetics Division brands ran a "Healthy Skin under the Sun" campaign, complete with diagnostics and personalised advice. Meanwhile, luxury haircare leader(3) Kérastase has opened 15 salons in prestigious locations since 2014—showcases for sharing its expertise and full range of products with travellers.
Dermacenter in Copenhagen Airport in Denmark ; Kérastase point of sale in São Paulo Airport in Brazil
(1) Source: Generation 2015 data and internal estimates.
(2) Generation born between 1980 and 2000.
(3) Source: Paxmart, 2016.