L’Oréal Travel Retail presented new retail concepts, travel retail-exclusive (TREX) products and an AI robot at the TFWA World Exhibition & Conference in Cannes, under its ‘Destination Beauty: From waiting time to wow time’ mission.
The company cited a forecast of 5 billion air trips by 2030 (Air4cast, ACI & Internal Estimates) as context for the channel’s development. According to figures presented by L’Oréal Travel Retail, 60% of travellers completely relax after passing through security in a state that L’Oréal described as shifting ‘from screen mode to feel mode’ (L’Oréal TR Global Survey – 6,600 international travellers, 15 nationalities).
The company also cited projections that Gen Z will represent 35% of the travel retail beauty business by 2028, with 66% (Simon-Kucher 2026 Travel Trends Study & IATA Estimations) of this generation sharing their airport experiences on social media. Men account for nearly half of international travellers, while gifting represents approximately 23% of duty-free beauty purchases (Global Duty-Free Shopper Tracker/Internal Estimates).
The showcase brought together fragrance, skincare, makeup and haircare brands in a series of airport-inspired ‘gates’ across L’Oréal Travel Retail’s diverse portfolio of brands. It focused on product discovery, personalisation, gifting and consultations, alongside dedicated displays for TREX sets and refillable products.
During the annual media briefing, L’Oréal Travel Retail President Eva Yu greeted guests and outlined the thinking behind the Destination Beauty mission.
Setting the scene, Yu said: “International passenger traffic has surpassed 2019 pre-COVID levels and continues to grow. Last year, there were 4 billion passengers with the number expected to reach 5 billion by 2030.
“L’Oréal is the leader in this channel. With our 35 iconic international brands, from premium to accessible beauty and from dermocosmetics to haircare, we bring the best of beauty to travel retail.
“Winning the future depends on how well we meet the needs of today’s new groups of travellers,” she added.“Gifting is one example: 23% of travel retail beauty purchases are made as gifts for loved ones.
“Travellers are turning physical points-of-sale into places for discovery and unforgettable memories. How can we turn a single transaction into an unforgettable experience?
“They are also looking for meaningful connections with brands and something different from what they can find in domestic markets.”
Yu continued: “Figures show 60% of travellers feel completely relaxed at that point. They shift from ‘screen mode’ on their phones to ‘feel mode’: they are more open, curious and ready to discover in a physical environment.
“They also have time. The average dwell time between clearing security and boarding is about 60 minutes, giving them an opportunity to explore and discover.
“I call this the ‘window of emotional availability’. It is an exceptional moment, and we want to redefine L’Oréal Travel Retail’s role, responsibility and vision around it. We want to turn airport waiting time into ‘wow time’. Our destination is Destination Beauty.”
Gate 02: From waiting time to wow time
According to TripAdvisor Travel Insights, 80% of travellers seek novel or surprising experiences. To address this, YSL Beauty, Emporio Armani and Prada Beauty have created interactive retail concepts focused on product discovery, personalisation and gifting.
During the Cannes event, Armani Beauty presented its exclusive Sky Party concept, centred on the Stronger With You Leather scent, the franchise’s first TREX fragrance. Created by MANE perfumer Cécile Matton, the expression featured within a five-stage experience incorporating a boarding pass, fragrance discovery, an accessories blind-box game, a personalisation bar and a mirrored dancing cabin.
YSL Beauty’s Lovelaundry concept used a 1950s laundry setting to present makeup and fragrance products. The activation features an indie-inspired post-modern aesthetic that combined couture codes with YSL motifs.
Highlights included dedicated ‘Steam Up’ and ‘Touch Up’ zones, which showcased different fragrance and makeup innovations set within washing-machine doors. The activation also offered travel-bag personalisation and heart-shaped gift boxes.
Prada Beauty showcased a holiday-themed North Pole Post Office concept, combining a custom postage-stamp service, beauty wish lists and exclusive gift sets. The presentation featured Saffiano-textured packaging incorporating the house’s Ottagono pattern. The red and mint-green wood cabin featured charming Prada teddy bears and Prada holiday chocolates.
Gate 03: Fragrance heroes
Aesop’s installation was designed by the brand’s in-house architects, drawing on the colours and architecture of Cannes. The space presented its fragrance portfolio, including Unforeseen Aer, alongside travel kits.
The House of Creed highlighted Iris Debonair and the hero Aventus fragrances in a retail setting which featured Luana Verde marble and Mondrian-inspired displays.
Balenciaga presented its fragrance collection within a brutalist-inspired concrete, metal and glass display, while Bottega Veneta’s presentation combined Italian walnut, Alpi Verde marble and organic forms.
Each fragrance features the brand’s Intrecciato motif on the flacon, drawing inspiration from the house’s artisanal heritage.
Gate 04: Bespoke skincare routines
Skincare concepts focused on consultations and bespoke routines for travellers in response to the finding that 81% of duty-free shoppers actively look for expert care and tailored wellness (m1nd-set). Biotherm used suitcase-shaped displays to present routines linked to popular travel destinations such as Copenhagen, the French Riviera, Palma, Rome and Shanghai. The brand combined destination guides with skin assessments.
Helena Rubinstein’s ‘Travel Like Helena – First Class Recovery’ concept featured consultations and skincare application techniques. It highlighted a silk travel eye mask and recovery massage ring as exclusive gifts.
Kiehl’s presented its ‘Kiehl’s Times Skin-Stand’ concept, using departure clocks, time-zone displays and aircraft imagery. Skin assessments supported personalised recommendations and travel editions, including the Ultra Hydration Edit.
La Roche-Posay showcased Anthelios UV Sport, with an interactive UV camera allowing visitors to view sunscreen coverage. According to the brand, the range was co-developed with 100 outdoor athletes, including men’s world number one tennis player Jannik Sinner, and tested across 14 outdoor disciplines. The experience continued on the terrace, where delegates were able to receive complimentary Anthelios sunscreens.
SkinCeuticals presented its Aesthetic Clinic Stopover concept, featuring skincare routines designed for use before and after aesthetic procedures. The display included Exclusive Travel Protocols, P-TIOX Serum and Cream, product samples and an Ice Globe massager. The concept supports the surging aesthetic travel trend with an estimated 5 million aesthetic travellers by 2028 (Aesthetic Travel & Global Dermatology Projections).
Gate 04: Beauty in motion
According to Travel Predictions research by Booking.com, 43% of travellers choose destinations based on airport experiences. To address this, L’Oréal is investing in retail theatre to turn airports into destinations in themselves.
L’Oréal Paris presented a casino-themed retail concept incorporating makeup discovery, while Lancôme showcased a Riviera-inspired experience complete with exclusive collaborations and gifting offers.
Valentino’s Beach Club concept focused on body mists, displayed across five coloured beach cabins. The experience included a flavoured syrup bar, personalised cups linked to fragrance notes, a DJ and gifting products.
In haircare, Kérastase’s Parisian Garden concept centred on Gloss Absolu. It combined the AI-powered K-Scan hair diagnostic tool with a styling station and a croquet game themed around global destinations.
Color Wow’s travel retail debut featured the brand’s professional haircare portfolio, including the anti-frizz Dream Coat treatment.
A separate travel retail-exclusive area featured Maison Margiela Replica sets, L’Oréal Paris makeup trios and La Roche-Posay’s Skin SOS Travel Kit.
Refillable beauty was another focus, following L’Oréal Travel Retail’s refill trial with Lagardère Travel Retail at Paris Orly Airport in June.
Making its TFWA debut, the AI robot Milo was stationed at the welcome area and Refill Corner. Milo supported Brand Ambassadors by greeting visitors, providing directions and introducing the group’s brands and refillable products. ✈
