L’Oréal’s China targeting strategy via duty free ‘promising’
L’Oréal Travel Retail said its strong digital partnership with Dubai Duty Free had translated into “innovative, pioneering projects”, including the launch of Lancôme Génefique and Lancôme Advanced Génefique, resulting in plenty of buzz, engagement and targeted sales for the brands.
“These first promising results and the associated learnings allow both L’Oréal Travel Retail and Dubai Duty Free to keep on building a strong long-term partnership,” the French beauty major said.
Engaging beauty campaigns with influence
The campaigns also involved work with leading online travel agencies in China, connecting with passengers through SMS messages, banners and coupon pages ahead of travel, as well as work with key opinion leaders (KOLs) or influencers – invited to experience events on-site at Dubai Duty Free.
“These innovative campaigns were a great opportunity to better understand the key success factors for Chinese travellers, from display banners to KOLs activation, and online travel agencies, to create exciting, impactful experiences for Chinese travellers flying through or to Dubai,” L’Oréal Travel Retail said.
Saba Tahir, senior vice president of purchasing for Dubai Duty Free, said the partnership with L’Oréal Travel Retail had produced very good results.
“Our first ever campaign with a Chinese KOL during Golden Week was very successful and we saw the impact first-hand of an innovative experience, creating excitement for the Chinese consumers even before they travel to Dubai, and of course an increase in sales,” Tahir said.
Dubai Duty Free and L’Oréal Travel Retail would continue this partnership in 2020, he said, developing further engaging campaigns for travellers.
Perfume spritz-up in travel retail
This year, L’Oréal also launched Lancôme Idole, Yvest Saint Laurent Libre and Valentino Born in Roma across various global travel retail outlets.
The much-awaited YSL Libre launch came after eight years of development. Fronted by pop icon Dua Lipa, the fragrance initially launched into travel retail outlets across Europe, Middle East, India, Africa and the Americas in September, and APAC the following month.
