Over three months this summer, passengers in Roissy Charles de Gaulle International Airport will be met with a media campaign for the brand’s new lipstick range Color Riche Shine.
Turning 40 last year, L’Oréal’s travel retail business has said it is now driven by millennials and Chinese consumers.
L’Oréal has confirmed this new emphasis on L’Oréal Paris in its travel retail business is intended to court Chinese consumers specifically.
“Against a backdrop of increasing democratization for travel, L’Oréal Paris, the beauty sector’s leading brand, synonymous with made-in-Paris chic and accessible luxury, plays a major role in meeting travelers’ different aspirations,” explains the brand.
“It is the ideal offer for middle-class travelers, particularly from China, who are now the drivers for the brand’s growth.”
Millennial and Chinese consumers
More broadly, L’Oréal’s travel business has said its ongoing strategy is based on developing its digital and retail offering to meet the demands of these millennial and Chinese shoppers.
“While Travel Retail is already making a serious contribution to the Group’s development, the market still has lots of upside through Chinese clients and millennials,” explains the company.
L’Oréal notes that the number of Chinese consumers is set to double by 2023 to around 180 million globally.
On top of this, thanks to the rising popularity of low cost flights and the increasing capabilities of digital, the company says its travel retail business will be better placed to appeal to millennials.
“Catering to the new approaches used by this customer base will entail adjustments based around digital technologies,” it explains.