Click here to read the Prada Beauty Spotlight Series eZine
Introduction: With a glittering portfolio of luxury beauty brands such as YSL Beauté, Lancôme and Giorgio Armani Beauty, L’Oréal Travel Retail Luxe Division Worldwide General Manager Baptiste Beau is a busy man.
With the launch of Prada Beauty, the full expression of the brand’s new triple-axis portfolio of makeup, fragrance and skincare, Beau’s already active year of launches, openings and activations is bound to get even busier.
According to Beau, L’Oréal Travel Retail has big plans for Prada Beauty, with a strategy of reinforcing its already strong fragrance presence in travel retail and launching makeup and skincare in key hubs. This will be complemented by blockbuster beauty pop-ups, tech-augmented services and, of course, rich visual merchandising and retail design.
But that’s not all. As international passenger figures rebound, the industry has seen that conversion may not exactly be following the same trajectory. This challenge, according to Beau, can be addressed by gaining a better understanding of evolving consumer needs, better partnerships and offering the right retail mix.
In this Q&A, Beau shares his insights into Prada Beauty’s USP in the competitive perfumes & cosmetics category, how the Luxe Division is taking on the challenge of conversion and how Trinity partnerships should evolve to deliver a 4D travel retail experience.
Read Beau’s full interview now in the latest Moodie Davitt Spotlight Series eZine. ✈
