Page 42 - TFWA World Exhibition and Conference 2025

INSIDER

L’Oréal Travel Retail partnered with DFS Group
in a show-stopping, tech-forward activation for
Lancôme Génifique at Los Angeles International
Airport (LAX), earlier this year.
The innovative takeover of LAX leveraged
prominent screen placements throughout the
airport, allowing the brand to reach 100%
traffic penetration, ensuring maximum exposure
for Lancôme’s Génifique Ultimate skincare
animation.

new cultures and discovering great local and understand what the data is telling a seamless journey. And to do that, all
cuisines. What I love about my adventure you, but it’s another thing to be on the stakeholders will have to work together.
in America is that every single state or city ground with your BAs in the store, asking “We only win when we work
that I’ve lived in is so different from one them how they feel, what products are together,” she insists. “In fact, I am
another.” selling, what brands are selling, what are convinced by the value of synergy. L’Oréal
And the diversity in Latin America is consumers looking for? What is the age Travel Retail is designing new ways of
truly amazing, she says. of the consumers who walk in the store working with local markets, to enrich the
So for the first six months Kho and who is buying what? Is our brand still existing brand experiences, and moreover,
traveled throughout the region to meet the relevant, or are buyers looking for the indie with the whole travel retail industry to
team and the clients. brands? This understanding is priceless,” create value.
she explains. “What value do we bring the retailer?
Market Understanding Kho says that understanding the To me, it’s about partnering with all the
“In my first six months in this new consumers and clients is also critical. stakeholders in the industry to really step
role, I’ve spent a lot of time traveling to “Our consumers have different needs change travel retail as a whole. I don’t
the markets – from North America to South in each market. It is important for me to think anyone can do it alone, We need to
America and Central America. What’s understand the dynamics of our consumer rethink how we approach this channel by
most important for me, being so new, is behaviors and how L’Oréal can help our working with airlines, airports, and media
to connect with the teams and partners. clients in travel retail to be differentiated in partners alongside brands and retailers
They possess both experience and market the market.” to create value for our travelers of today.
knowledge that’s impossible to replicate. Kho believes that the job of travel The ‘pentarchy’ creates an ecosystem that
Understanding their barriers and challenges retail is not to compete with the local engages travelers at multiple touchpoints
they face has been my priority from day market, but rather to amplify the efforts throughout their journey, not just at the
one. Because it’s one thing to read data of the local market to give consumers point of sale.”

Lancôme Travel Retail Americas brightened travelers’ journeys during the month May with a Mother’s Day activation centered around the theme “Smile to
the Power of Flowers.” Lancôme transformed high-traffic airport locations in São Paulo (right), Montreal, Toronto (left), and New York City into vibrant
floral sanctuaries with a campaign that celebrated beauty, generosity, and the scientifically-proven happiness boost flowers provide.

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