L’Oréal Travel Retail and Tripadvisor have entered into long-term partnership to engage travellers in the duty free shopping experience, at every step of the journey.

The project, titled ‘beauty for all travellers’, focuses exclusively on the travel retail business of the beauty giant.

The vision is to power awareness of L’Oréal brands in the channel, and to drive engagement and conversion with digital media activations, by utilising key data, and by working together on exciting innovations to enrich the traveller experience.

“We are very pleased by the partnership with Tripadvisor,” said Vincent Boinay, President of L’Oréal Travel Retail Worldwide.

“We share the same vision not only to serve the travellers better and create value, but also to explore new ways to engage with them and to increase conversion in duty free stores.”

The forward-thinking agreement, signed in New York, has been designed to cater to the needs of the post-pandemic consumer, whose behaviours have ‘shifted’ to having ‘clear expectations for experiences products and services’, according to L’Oreal.

The two companies initially joined forces last year to launch the Beauty to Go project to engage US and UK travellers in duty free.

This has paved the way for the new partnership.

“We are delighted to continue our collaboration with L’Oréal,” said Christine Maguire, Vice President and General Manager, Media at Tripadvisor.

“Beauty retail is such a core component of traveling, in both the planning and experiencing stages, so this partnership is a natural fit and provides us with the opportunity to truly innovate this space.”