Step into the House of Gloss and discover how L’Oréal Travel Retail is re-enchanting the traveller’s journey into unforgettable moments.
Through a partnership with Avolta Brazil, Kérastase brings an unprecedented offline & online activation to São Paulo and Rio Galeão airports, immersing travelers in retailtainment. Through a partnership with Avolta Brazil, Kérastase brings an unprecedented offline & online activation to São Paulo and Rio Galeão airports, immersing travellers in retailtainment.
A Seamless Augmented Journey
Through alliances with Meta, Uber, LATAM Airlines, and Avolta, targeted campaigns direct travellers to airports. A digital booking platform allows guests to reserve expert diagnostics in advance, unlocking perks for Avolta Club Members. Meanwhile, Brazilian beauty influencers Franciny Ehlke, Carol Costa, and Duda Zanini spark nationwide anticipation, reaching over 20M followers.
“We have curated a seamless, personalized journey, from pre-trip and in-flight to the airport. Through pioneering data-sharing with Avolta, we are unlocking deep consumer insights and seamlessly blending educational rigor with high-impact engagement.” Antoine Diwan, General Manager – Travel Retail Americas
The physical experience unfolds at the interactive Gloss Bar, where travellers discover their scalp’s needs. Guided by Hair Care Advisors, guests receive a K-Scan Diagnosis and a tailored ritual to relieve travel fatigue.
“Our goal is to merge professional expertise with tailor-made experiences. By bringing expert scalp diagnostics directly to travelers, we make professional hair care an engaging part of their journey.” Anna Binda, Brand Acceleration Director PPD – L’Oréal Travel Retail Western and Emerging
Transforming the Traveller Experience
Travellers can spin a glossy gumball machine for exclusive gifts, while K-Scan routine buyers enjoy a complimentary “Blowout on the Go”.
The journey continues at the Glazed Café, blending Parisian chic with Brazilian warmth through a signature Paulista Café and Madeleines. Guests share feedback via QR Code and take Kérastase canned coffee on their way.
Finalizing the journey, an augmented reality space invites travellers to engage with Kérastase, revealing the next glossy destination.
Travellers engage with gumball experience and augmented reality screen. Promoters provide expert styling after purchasing their recommended routine.
A Glossy Future for Professional Haircare
Through this 360° airport takeover, Kérastase demonstrates how brand excellence elevates travel retail, reinforcing L’Oréal’s legacy as the trailblazer of experience-first beauty journeys.
“At L’Oréal Travel Retail, we are pushing the boundaries of beauty by transforming traveller’s journey into an immersive experience. Brazil has an incredible passion for hair and a deep love for Kérastase; with the ‘House of Gloss’, we honour this connection by bringing an unprecedented O+O experience to Brazilian airports. It embodies our vision of retailtainment, merging cutting-edge technology with professional luxury to celebrate local beauty culture.” Catia Martins, Managing Director – L’Oréal Travel Retail Western and Emerging
“It is an honour to partner with L’Oréal on such an important initiative. We believe that delivering exceptional customer experience with Kérastase, the leading brand in hair care category, is at the core of our mission. The combination of outstanding sales performance and best-in-class passenger satisfaction reflects a true partnership between our two companies.” Gustavo Fagundes, CEO Avolta Brazil
