In a context of recovery of the travel retail industry, a time when online + offline traffic generation has become a must-have for a strong and sustainable bounce back, L’Oréal Travel Retail paves the way with strong and long-term partnerships to reattract the travellers to Duty Free Beauty.
Co-created with Tripadvisor, L’Oréal Travel Retail, in partnership with Dufry, has just launched “Beauty to Go” for a strong media and data partnership to engage with UK and US travellers.
“Beauty to Go” highlights clearly L’Oréal Travel Retail’s ambition to disrupt the existing models and accelerate on its Online + Offline engagement roadmap with one objective in mind: supporting the bounce back to conquer top traveling nationalities – British & Americans – on digital savvy markets.
A PROJECT WITH MANY OPPORTUNITIES
“Beauty to Go” is a project with many opportunities to boost engagement with confirmed travellers on a L’Oréal Travel Retail dedicated page and offering “Click and Collect” Duty-Free services.
Gianguido Bianco, the Managing Director of L’Oréal Travel Retail EMEAI says;
“This partnership is a true game changer for L’Oréal Travel Retail EMEAI, as we are delivering a never seen before O+O activation, powered by a thorough data-driven approach. We are delighted to collaborate with both Tripadvisor and Dufry to support the traffic recovery in a key region like the UK and to boost the engagement of the UK travellers to Duty Free P&C. While we keep bringing beauty for all travellers via our unique brand portfolio, we are now stepping up the game in terms of tailored and connected experiences for our customers, leveraging all beauty engagement touchpoints.”
Justin Reid, Director of Media, Destinations, Hotels and Growth at Tripadvisor adds:
“We’re excited to launch this partnership and look forward to seeing the response from our global audience of highly engaged travel shoppers, who are eager to return to international travel. This is the very best type of campaign – one that brings genuine value to both our advertising partner and to Tripadvisor customers. The partnership is not only innovative in its execution, but will also help create meaningful connections between L’Oreal and Tripadvisor customers, who are actively booking their summer travel.”
A NEW CONVENIENT, CONNECTED AND ENGAGING CONSUMER EXPERIENCE
Each visitor browsing on Tripadvisor to prepare an upcoming travel is targeted by media ads displayed on Tripadvisor channels and promotes L’Oréal brands in Duty Free by redirecting them to an exclusive “Beauty to Go” landing page. Visitors then access to a selection of L’Oréal Travel Retail bestsellers and can Reserve & Collect on Dufry site or buy at the airport.
Júlia Sève, the Managing Director of L’Oréal Travel Retail Americas states:
“We are excited about this breakthrough partnership which gives us a unique opportunity to conquer American travellers, leveraging the unique reach and audience of Tripadvisor as #1 travel destination platform in the US, to build awareness on Duty Free travel retail channel and online Reserve & Collect service and to engage them with specific tailored L’Oréal product offers.”
Javier Gonzalez, the Chief Digital Officer of Dufry Group, says;
“We are proud to contribute to this new initiative which fits very well in our online strategy of engaging with travellers from the moment they plan a trip to when they get back home. Through this collaboration
with L’Oréal, Tripadvisor and our Reserve & Collect platform we can offer travellers an easy-to-use access to their preferred beauty selection.”