L’Oréal Travel Retail showcased its 19-brand strong beauty portfolio on a 500sqm double-storey stand at the recent TFWA Asia Pacific Exhibition and Conference, including teasing a new Prada Beauty room.
The beauty giant also pushed its beauty tech sustainability message, ‘Create the Beauty that Moves the World’.
L’Oréal Travel Retail’s pavilion-like stand at the trade show, which ran from 7-11 May in Singapore, was split into three zones: Hair & Skincare, Fragrance and Make-up.
The portfolio of brands showcased included Lancôme, Kiehl’s, SkinCeuticals, L’Oréal Paris, Helena Rubinstein, Kérastase, Yves Saint Laurent Beauté, Valentino Beauty, and Takami, a new Japanese clinical skincare brand.
Visitors could try out many of the brands’ beauty tech experiences.
On the second floor, L’Oréal previewed the Prada Beauty room to VIP attendees. Described as a ‘free-thinking, avant-garde vision’, the concept is said to open ‘new perspectives of beauty’.
More details will be released soon.
Across the stand, sustainability took centre stage. The pavilion, including forest and ocean elements, was made from sustainable materials, with causes such as Biotherm Water Lovers and Armani Acqua for Life showcased.
An energy-efficient design meant better ventilation and made use of ambient light from the venue, reducing the need for extra fixtures.
It is also lightweight and therefore easier to transport, with L’Oréal committing to upcycling and recycling materials used.
“We are pleased to host our first L’Oréal Travel Retail Tax Free World Association (TFWA) in Singapore in a new era, and to showcase our latest products and initiatives with a focus on beauty tech, innovation and sustainability,” said Vincent Boinay, President of L’Oréal Travel Retail and Tao Zhang, Managing Director of L’Oréal Travel Retail Asia Pacific, in a joint statement.
“Our sustainable pavilion reflects our commitment to minimising our impact on the environment and creating beauty that are inclusive of all, while providing exceptional experiences for our customers.
“With our ambition to provide beauty for each traveller, we work hand-in-hand with our trusted industry partners to continuously build our travel retail channel.”
Earlier this month, L’Oréal Travel Retail opened its first Armani Code event pad pop-up in the Americas, and hailed it a resounding success.
Asia & Pacific,
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