BRAZIL. L’Oréal Travel Retail has partnered with Avolta to launch the omnichannel Kérastase ‘House of Gloss’ activation in Brazil. It is running at São Paulo Guarulhos and Rio de Janeiro/Galeão–Antonio Carlos Jobim international airports.
The House of Gloss combines digital engagement, hair diagnostics, personalised services, retailtainment and food & beverage elements. The omnichannel campaign engages travellers throughout their journey thanks to partnerships with Uber, LATAM Airlines and augmented-reality technology provider FFFACE.ME.
Targeted digital campaigns engage travellers before they arrive at the airport and drive traffic to the animation, supported by Out of Home media.
A dedicated digital booking platform enables travellers to reserve expert hair and scalp diagnostics in advance, with additional benefits available to Avolta Club members.
The pop-up is centred on an interactive Gloss Bar, where Haircare Advisors use the K-Scan diagnostic tool to assess travellers’ individual scalp and hair needs before recommending a personalised Kérastase routine.
Travellers who purchase their recommended K-Scan routine can receive a complimentary ‘Blowout on the Go’ styling service. In addition, a branded gumball machine adds a gamification element, offering passengers the opportunity to win exclusive gifts.
The experience extends into the Glazed Café, which combines a Parisian aesthetic with sense of place elements that pay tribute to its Brazilian location.
Here, travellers can enjoy a signature Paulista Café (a well-known Brazilian coffee brand) and Madeleines (traditional French pastries). By scanning a QR code, they can also try a Kérastase-branded canned coffee on-the-go.
An augmented-reality experience completes the journey, inviting passengers to interact digitally with the Kérastase brand and discover its next ‘glossy destination’.
The campaign is being amplified through social media activity with Brazilian beauty influencers Franciny Ehlke, Carol Costa and Duda Zanini, who collectively have more than 20 million followers.
“At L’Oréal Travel Retail, we are pushing the boundaries of beauty by transforming the traveller’s journey into an immersive experience,” commented L’Oréal Travel Retail Western and Emerging Managing Director Catia Martins.
“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 online to offline experience to Brazilian airports. It embodies our vision of retailtainment, merging cutting-edge technology with professional luxury to celebrate local beauty culture.”
Avolta Brazil CEO Gustavo Fagundes commented: “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 the haircare 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.”
“Our goal is to merge professional expertise with tailor-made experiences. By bringing expert scalp diagnostics directly to travellers, we make professional haircare an engaging part of their journey,” added L’Oréal Travel Retail Western and Emerging Brand Acceleration Director PPD Anna Binda.
L’Oréal Travel Retail Americas Market Director Antoine Diwan added: “We have curated a seamless, personalised 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 with high-impact engagement.” ✈
