Beauté Luxe Duty Free homes in on Africa with L’Oréal distribution deal

By Andrew Pentol |

David Dayan new

David Dayan, CEO, Beauté Luxe Duty Free.

Beauté Luxe Duty Free has signed a distribution agreement with L’Oréal Group.

The agreement with L’Oréal Paris (L’Oréal Paris, Maybelline, Cacharel, Diesel, Polo Ralph Lauren, Garnier, Essie, Guy Laroche and Paloma Picasso) will cover the entire travel retail market from airports, seaports, border shops, downtown duty free and diplomatic stores in many countries on the African continent.

As reported, the company was formed in September by travel retail veteran David Dayan in the Jebel Free Zone in Dubai. Beauté Luxe Duty Free specialises in the distribution of luxury perfumes and cosmetics brands and is dedicated to selective distribution on the African continent.


Dayan said: “Our goal is to be able to make all L’Oréal Group brands accessible to as many passengers as possible, regardless of their mode of transport. The African continent has 1,216 billion inhabitants, twice as many as the entire European population. In 2018, six of the 10 countries with the highest economic growth in the world were African.

“I sincerely believe that it is time to conclude many partnerships with travel retail outlets. I am talking about partnership, because if we want to develop and develop this network towards quality standards, we must be ready to make the necessary efforts to support this development by providing funding adapted to this development.


Corrine Berger (left) Marketing Director and Jerome Blanchard Vice President of Sales are responsible for developing the luxury brand portfolio.

According to Dayan, the industry must offer passengers the benefits of purchasing travel retail products including exclusive offers, financial advantages, ‘good deals for value’ and the ‘wow effect’.

He remarked: “We need to provide skincare or make-up advice to consumers, which is why we have launched many animations with make-up artists and beauty artists that we will deploy in airports in partnership with L’Oréal Group.

“It is time for brands to take this continent seriously, which will undoubtedly be the market with the strongest economic growth over the next decade and therefore the highest consumption.”


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