Page 45 - TFWA World Exhibition and Conference 2025

INSIDER

The opening of the YSL Beauty Light Club at Buenos Aires Ezeiza International Airport in Argentina brought together all five pillars
of the “pentarchy.”

The YSL Beauty Light Club featured Aerolineas Argentinas on this innovative portfolio of strong brands. Our portfolio
an exclusive make-up station paired with YSL Beauty campaign embodied how spans from accessible luxury to super-
an AI-powered DJ where passengers a holistic approach can truly elevate the premium offerings. This breadth allows us
selected their favorite music genre and let customer’s journey to new heights. We are to cater to virtually every traveler segment.
the AI-powered DJ curate a personalized connecting with travelers on a deeper level “Being able to cater to all consumers
makeup look. This digital experience with meaningful memories that makes an is strategic. We need to work with our
was complemented by a personalized ordinary trip to the airport an extraordinary partners to understand what the need is,
consultation with an expert makeup experience,” says Kho. and how we can serve our consumers
consultant, offering tailored tips and “This whole project was a better. Innovation is key to our Gen Z
product recommendations. breakthrough, showing that the industry audience. Hence important for us to be in
Finally, at the YSL Mocktail Bar has the appetite to modernize and innovate. the forefront of cultural trends. What are
travelers were invited to indulge in But all of us have to come to the table to young people talking about? What are they
specially crafted, non-alcoholic destination- make this happen. Everyone felt this was thinking about? What are they looking at
inspired cocktails before their flight, a good time to bring this differentiation to on TikTok?
offering a relaxing and luxurious pre-flight the Argentinian travelers. And our partners “As a leader in the industry, L’Oréal is
treat. have been so supportive and collaborative committed to creating value for the travel
In an exclusive partnership with in this project. I am energized by the retail sector by driving progress through
Aerolineas Argentina, travelers continued positive response and camaraderie of our innovation and step changing our traveler
to discover the world of YSL Beauty in partners,” she notes. experience to create memories that lasts,”
the comfort of the Condor VIP Lounge Not only did the YSL Beauty Light Kho observes.
and captivating video content displayed Club generate positive feedback and
during flight. This full 360 campaign aimed incremental sales from the outside and Coming home to travel retail
to elevate the travel journey, from pre, inside podiums, but it also recruited new Meanwhile, Kho says that returning to
during, and post trip, creating memorable consumers to the brand and improved travel retail feels like coming home.
experiences with YSL Beauty. conversion “I started my L’Oréal career in Travel
On a more serious note, the YSL “Whilst this is our first major Retail Asia Pacific almost 8 years ago.
Beauty Light Club in Ezeiza provided activation, I am convinced that this is the So taking this new role in Travel Retail
a platform to showcase the brand’s start of many incredible partnerships to Americas and returning to this dynamic
commitment to empowering women and shape the future of travel retail together,” industry feels like coming back home.
addressing the critical issue of intimate says Kho. “The region may be new to me,
partner violence through its Abuse is Not but the people are all speaking the same
Love public education program. Through The L’Oréal advantage business language, it feels like family.
raising awareness and providing resources, Kho is very confident in the L’Oréal The future of Travel Retail Americas is
YSL Beauty works to prevent intimate portfolio to provide products and services bright, and I am excited to be part of this
partner violence and support those affected. to reach passengers on many levels. journey to shape the future of this industry
“This collaborative partnership “I am very lucky to be working alongside my team and our partners,” says
with Avolta, Aeropuertos Argentina, and in L’Oréal where the group has a wide Kho.

45 October 2025