The collaboration aimed to “revolutionise the male traveller experience”.

As reported, earlier this year L’Oréal Paris joined forces with Royal Salute to create a pioneering cross-category collaboration at Bangkok Suvarnabhumi Airport.

L’Oréal Paris has now revealed more insights into the partnership and its aligned strategic objectives. A primary goal was to drive growth in men’s grooming product usage, by establishing a presence in traditionally male-centric spaces such as such as premium alcohol retail environments.

Additionally, Royal Salute aimed to diversify and expand its consumer base by activating the brand across new and diverse touchpoints.

L’Oréal sets new benchmark

The initiative featured the King Power launch of the L’Oréal Paris Men Expert Age Protect Anti-Aging Routine travel retail exclusive set. The products feature a blend of four ingredients designed to sculpt, tighten and rejuvenate the skin. These are Copper Peptide for barrier repair; Atlantic Kelp for intense hydration; and ProXylane alongside Dual Collagen Peptide to restore skin firmness.

The Bangkok pop-up offered visitors complimentary quick hand massages, designed to showcase the lightweight, non-oily texture of the Age Protect products.

Pop-up visitors were offered complimentary hand massages to experience for themselves the textures of the Age Protect portfolio.

Another key feature was an interactive nosing experience, which allowed male travellers to explore the olfactory notes of the L’Oréal Paris Men Expert Age Protect routine. Based on their preferred scent, travellers received a customised cocktail drink recipe, printed on a magnet memento.

In addition, travellers were invited to answer a short questionnaire about their travel skincare concerns. Based on their responses, each participant received a customised skincare routine, printed for them to take home.

Travellers were offered customised skincare recommendations based on their answers to a brief questionnaire.

In addition to the pop-up, the partnership incorporated an exclusive King Power lounge takeover. Guests were invited to sample complimentary cocktails which featured the Royal Salute 21-Year-Old The Vintage Blend 2002 Release, inspired by the scent notes of the L’Oréal Paris Men Expert Age Protect product line.

L’Oréal Travel Retail Asia Pacific General Manager Jesus Abia commented: “This first-ever cross-category collaboration with Royal Salute and King Power in travel retail signifies our dedication to innovate beyond traditional boundaries.

The Bangkok partnership incorporated an exclusive King Power lounge takeover, where guests were invited to sample complimentary cocktails featuring the Royal Salute 21-Year-Old The Vintage Blend 2002 Release.

“By crafting unique, enriching experiences and unveiling novel touchpoints, we are committed to continuously elevate and reshape the traveller’s journey, ensuring that every moment is truly unforgettable.”

Pernod Ricard Travel Retail Asia Pacific General Manager Antonio Duva added: “This collaboration with L’Oréal Paris and King Power reflects our commitment to breaking traditional category boundaries in travel retail. By combining the worlds of luxury spirits and beauty, we’re offering travellers a fresh, engaging experience that redefines how brands can connect across categories.”

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