Sustainability and CSR charge ‘is new license to operate’, says L’Oréal TR

By Luke Barras-hill |

Kerastase-Beirut-Loreal

Haircare brand Kérastase is enjoying pronounced growth worldwide. Pictured is a fixture at Beirut–Rafic Hariri International Airport.

L’Oréal Travel Retail Managing Director Vincent Boinay has told TRBusiness that the beauty giant’s ‘crusade’ to reduce its carbon footprint marks a new dawn in conducting business and is one that travel retail cannot afford to ignore.

At corporate level, L’Oréal Group was awarded a triple A rating earlier this year on climate change, forests and water security on the Carbon Disclosure Project’s (CDP) A list, which independently assesses thousands of companies on their environmental credentials.

Asked how the accolade is being wielded to enact change across travel retail, Boinay responded: “All employees are very proud of what L’Oréal is doing – what can we do to amplify this crusade against carbon emissions? What can we do as a business unit to be fully compliant with the L’Oréal way of seeing and sharing beauty with all? That is our mission.

“We have to do it. It is our corporate social responsibility. Within ten years, if you have no concern about it, you will no longer be in business. It is a new licence to operate.”

‘SOCIALLY RESPONSIBLE BEAUTY’

During its traditional press conference at the TFWA World Exhibition & Conference earlier this month, L’Oréal Travel Retail presented two important corporate missions, ‘Beauty for all travellers’ and ‘Making beauty sustainable and sustainability beautiful’.

Beauty for all travellers espouses a wide brand portfolio, elevated retail expressions and tailored and seamless customer experiences.

Through its conduit of 27 brands – from the luxury and accessible to dermocosmetics and haircare – the Paris-headquartered company says it aims to connect with all consumers, irrespective of their beauty rituals, category preferences or purchasing power.

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Vincent Boinay, Managing Director, L’Oréal Travel Retail sets out the ‘Beauty for all travellers’ and ‘Make beauty sustainable and sustainability beautiful’ missions during the company’s annual press conference at the TFWA World Exhibition & Conference.

L’Oréal Travel Retail has long maintained that travel retail, which it refers to as the sixth continent, is a key strategic channel for recruiting new customers.

The universally accessible beauty message is tied closely to the Group’s ‘Sharing beauty with all’ sustainability programme, as L’Oréal Travel Retail continues to pursue a vigorous corporate social responsibility agenda.

Last year, 100% of the cardboard used for its travel retail exclusives (specific travel sizes) were Forest Stewardship Council (FSC) and Programme for the Endorsement of Forest Certification (PEFC) certified.

ECO-FRIENDLY STAND

Ninety percent of the materials and furniture used at its stand at TFWA Cannes will be reused or recycled, underpinning the big strides made in reducing its carbon footprint.

In 2018, 100% of CO2 emissions caused by employees on trips were offset by agro-forestry, reforestation and environmental conservation projects in partnership with PureProject.

The firm adds it remains socially conscious when it comes to selecting strategic suppliers based on social, environmental and ethical policies.

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Garance Delaye, Valentino Beauty Global Brand President.

During the press conference, Boinay praised consistently rising international traffic volumes while marvelling at a tranche of world-leading aviation developments, notably at Beijing Daxing International Airport, Istanbul Airport and New York La Guardia, all of which are positive developments for the travel retail industry.

“Beauty is the engine and driving force of travel retail, answering a simple but very important need of all travellers; if we do it well, have the right portfolio and brands in stores, we can satisfy probably all travellers around the world,” he said. “We are changing the world in the way we do business.”

Touching on the situation in Hong Kong, where protests are becoming progressively more volatile and violent, Boinay said he did not believe it would have a detrimental effect on the industry [LVMH’s Selective Retailing Division posted organic growth of +6% for the first nine months of this year, but DFS has surely suffered in Hong Kong. To date, the company has not responded to TRBusiness’ request for comment – Ed].

IDÔLE STARS AT SCHIPHOL

Aglaé de Beauregard, Deputy General Manager, L’Oréal Luxe then outlined how luxury brands in travel retail have been experiencing a ‘long-term love story’. Dubbing 2019 a ‘milestone year’, Beauregard touched on a series of new brand activations.

EDP Idôle from Lancôme is executing a pop-up at Amsterdam Airport Schiphol; YSL is conducting a campaign in partnership with singer Dua Lipa to promote fragrance Libra; and Valentino Beauty is growing its presence through a relaunched identity.

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Lancôme EDP Idôle is fronted by US actress and singer Zendaya Coleman. Pictured is a campaign at Los Angeles International Airport.

This was presented by Head of Valentino Beauty Worldwide Garance Delaye.

Adding further impetus are ‘Born in Roma’ male and female fragrances, which pay homage to the Maison Valentino by blending the past with an irreverent approach to the future in a nod to aristo-punk sub-culture.

SHOP TARGETS

Elsewhere, L’Oréal Travel Retail revealed that by the end of 2019 it will boast 90 stores stocking its two leading dermocosmetics brands – La Roche Posay and Vichy.

Both have made particular strides in digital, innovation and customer service in the past 12 months, with ‘dermo advisors’ helping to leverage average basket sizes and increase shop penetration, conversion and incremental sales.

In haircare, Kérastase is enjoying high-double sales globally, particularly in China, with Blond Absolu classed as the brand’s most successful launch ever. Meanwhile, the new Nutritive 8-hour Magic Night Serum offering advanced overnight protection is a useful luggage option for travellers.

Kérastase is on track to hit 50 doors by the end of 2019 in an array of prestige locations, including at Istanbul Airport and Palma de Mallorca Airport and has most recently activated at Beirut Duty Free.

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