The ‘pentarchy’ collaboration united a diverse ecosystem of five key industry pillars.

In August L’Oréal Paris entered a strategic ‘pentarchy’ partnership with Airports of Thailand, King Power, Bangkok Airways, Grab, Agoda, Meta, and Alipay.

The pioneering collaboration united five key industry pillars – the brand, airports, retailers, airline and media/tech platforms – to champion an omnichannel, multi-partner strategy.

The L’Oréal Paris “pentarchy partnership” offered passengers curated experiences that included pre-trip inspiration and immersive in-airport touchpoints, to maximise brand engagement at every step.

This initiative leveraged advanced data insights from Agoda’s booking platform and Meta’s targeting capabilities, to deliver relevant recommendations to confirmed travellers. Messaging was tailored by nationality and gender, and supported by Bangkok Airways’ CRM tools and King Power’s loyalty platforms and social medial channels.

L’Oréal leads passengers to cross-category pop-up

The partnership included integrated touchpoints such as boarding pass advertising and a premium airport shopping concierge service. All platforms guided travellers to discover two new Travel Retail Asia Pacific exclusive L’Oréal launches: the L’Oréal Paris Men Expert Age Protect Routine, and the Age Perfect Age Defying Le Duo Serum.

As travellers moved through their journey, Grab delivered a selection of location-based L’Oréal Paris promotions, further engaging customers with messaging customised by demographic and nationality.

The partnership campaign included integrated touchpoints such as boarding pass advertising and the airport shopping concierge service.

Additional touchpoints included Grab reminder push notifications and advertising on boarding passes. The airport shopping concierge service also played an important role, directing travellers to the L’Oréal Men Expert pop-up – featuring the first cross-category partnership with Royal Salute. To amplify excitement, L’Oréal Paris created a gamified ‘sure-win’ blind box game via Alipay, offering prizes with a qualifying purchase.

“At L’Oréal Paris, this multi-faceted partnership highlights our dedication to pioneering innovation, which means a new era of consumer experience for global travellers,” commented L’Oréal Travel Retail Asia Pacific General Manager of Consumer Product Division Bachir Khater.

“We are just beginning to create a truly seamless, personalised, and rewarding journey in travel retail. We take immense pride in consistently pushing boundaries, ensuring we excite our consumers with exclusive product launches and unique, memorable experiences.”

The touchpoints guided travellers to discover two new Travel Retail Asia Pacific exclusive L’Oréal launches: the L’Oréal Paris Men Expert Age Protect Routine, and the Age Perfect Age Defying Le Duo Serum.

“King Power is delighted to partner with L’Oréal Paris on this pioneering initiative in Thailand,” noted King Power Chief Commercial Officer Antares Cheng. “Together, we are setting a new standard for traveller experience, delivering an unparalleled, hyper-personalised, and seamlessly integrated journey for our customers. This immersive experience, thoughtfully designed from pre-trip excitement to in-airport discovery, guarantees our travellers will enjoy truly bespoke and memorable engagements with us.”

Sithidej Mayalarp, CEO of aviation technology provider Sky ICT, added: “Through our thrilling partnership with L’Oréal Paris, we are set to captivate travelers at Suvarnabhumi Airport with immersive and exciting experiences.

“We are proud to contribute to this initiative, enabling passengers to interact with the airport environment in a novel way while delving into the exclusive world of L’Oréal Paris products. This elevated journey includes seamless boarding pass integration and dedicated premium butler touchpoints, ensuring a truly special experience for our passengers.”

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