SINGAPORE. L’Oréal Travel Retail Asia Pacific debuted an innovative lounge concept at the recent TFWA Asia Pacific Exhibition (12-16 May) in Singapore.
The 510sq m lounge concept was spread across two levels and was divided into three main zones: fragrance, hair and skincare, makeup, and showcased the newest products from Lancôme, Kiehl’s, Prada Beauty, YSL Beauté, Maison Margiela, Armani Beauté, La Roche Posay, and Kérastase among others.
Notably, this included the highly anticipated Australian beauty brand Aesop which has now been integrated into the company’s portfolio. Aesop, which offers skincare, body and hand care products, was showcased at the VIP Lounge in the second level. L’Oréal Groupe aims to leverage the brand’s cult following and develop its potential in the channel through rich, immersive retail experiences and services.
The lounge put a special focus on L’Oréal Groupe’s luxury fragrance portfolio via a speakeasy style bar which offered fragrance-inspired cocktails. The bar offered an immersive olfactory journey from brands such as YSL Beauté, Armani Privé, Lancôme and Maison Margiela.
The scents were interpreted through a blend of specially crafted cocktails prepared by a professional mixologist, marrying the art of mixology and fragrances.
In addition, the Lounge highlighted L’Oréal Groupe’s sustainability mission. It was constructed with eco-friendly materials that are being recycled or donated post-event.
It also showcased the company’s eco-friendly offering as L’Oréal Travel Retail encourages travellers to “Refill More, Save More” with product refills for many of its brands’ best-selling products. These include Kiehl’s refill pouches which use -61% less plastic compared to a standard 50ml jar, Lancôme’s Absolue soft cream refills & new Absolue L’Extrait refills which will be launched in 2024 and 2025 respectively.
L’Oréal Groupe has set ambitious sustainability goals for 2030, including reducing its carbon footprint by -50%, using 100% renewable energy, and ensuring that 100% of its products have a positive environmental or social impact. L’Oréal Groupe is also committed to promoting diversity and inclusion, with a goal of having women in 50% of its top executive positions by 2030. Additionally, the company is focused on using technology and innovation to create new products that meet the evolving needs of consumers. ✈
