
SINGAPORE. L’Oréal Travel Retail Asia Pacific highlighted its ‘Beauty Shopper-tainment of the Future’ concept at the TFWA Asia Pacific Exhibition in Singapore earlier this month (12-15 May).
Spanning 510sq m, the experiential showcase featured three multi-sensory experiential lounges with touchpoints tailored for modern travellers.
The space brought together 22 luxury beauty brands from the L’Oréal Travel Retail Asia Pacific portfolio, including Lancôme, YSL Beauty, SkinCeuticals, Prada Beauty, Aesop and Kérastase.
The company noted, “L’Oréal envisions a bright future for travel retail and beauty. Travel is back and booming and the appetite for beauty remains strong.”
With 3.7 billion travellers expected in 2024, L’Oréal emphasises that airports remain a key environment for reaching experience-driven consumers – particularly Gen Z, 47% of whom say they seek immersive experiences when they travel.
To engage this audience, the company is introducing airport-exclusive activations designed to create entertainment-led encounters with beauty.
L’Oréal Travel Retail Asia Pacific showcased three conceptual experiential lounges at the Singapore show:
Lounge 1: Quick-fix beauty for travellers on tight schedules
Designed for those with limited time, this space offers a functional skincare reset. At the heart of the experience is the Skin Mist Pod which offers a tailored mist treatment based on the traveller’s destination (tropical, cold, high altitude) and specific skin concerns, such as dehydration, irritation and dark spots.
Using steam technology, the pod provides a brief refresh for the skin, supported by consultation with a beauty advisor. The service includes express product pairing and light makeup application using targeted items from L’Oréal’s skincare portfolio.

Lounge 2: Luxe beauty for passengers seeking rest and rejuvenation
This lounge offers a premium beauty experience designed to pamper travellers. Visitors are served Rose Kombucha tea and can try a complimentary ten-minute Lancôme Longevity skin repair facial using the Lancôme Absolue Cryo Sculptor device.
To complete the experience, beauty advisors provide light makeup touch-ups and fragrance applications. A display of archival Lancôme products marks the brand’s 90th anniversary.
Lounge 3: Lifestyle and grooming beauty for those seeking holistic sensory immersion
The space offers fragrance-inspired cocktails with a local twist, using premium brands such as YSL, Armani, Prada, Valentino and Aesop.
Visitors receive a personalised fragrance coaster with regional imagery – emphasising sense of place, time and gifting – and a curated playlist is streamed on silent disco headsets.
Travellers can also get a complimentary Kérastase scalp analysis and hairstyling. A dedicated men’s grooming area provides haircuts, shaves and facial treatments using L’Oréal Men Expert products, along with bespoke cocktails and hair styling.
The ‘Pentarchy’ partnership model
L’Oréal Travel Retail is building multi-industry collaborations with key stakeholders: brands, airports, retailers, airlines and media partners.
Post-COVID, traveller behaviour has shifted with demand for more immersive and authentic experiences.
With travel volumes back to pre-pandemic levels, L’Oréal is using the Pentarchy to create an omni-channel, multi-partner strategy covering pre-trip, in-trip and post-trip stages.
The Pentarchy supports L’Oréal’s push for shopper-focused entertainment and beauty services at airports.
Key partnerships include long-term collaborations in Singapore with the Singapore Economic Development Board, Changi Airport Group and The Shilla Duty Free Singapore, as well as other partners such as Meta, Grab, Krisflyer and UOB.

L’Oréal Travel Retail President Emmanuel Goulin commented, “At L’Oréal Travel Retail, we believe in creating beauty experiences that resonate emotionally, culturally and memorably.
“The L’Oréal airport ‘Beauty Shopper-tainment of the Future’ is our vision for what travel beauty can become: immersive, intelligent and unforgettable.
“As global travel accelerates and the appetite for beauty keeps getting stronger, we are proud to lead the reinvention of the category with world-class partners and future-facing innovations.”
L’Oréal Travel Retail Asia Pacific Managing Director Jesús Abia said, “The travel retail landscape is evolving rapidly, travellers today seek personalised immersive moments to enhance their travel journeys.

“At L’Oréal Travel Retail Asia Pacific, we are committed to pushing the boundaries of beauty experiences to captivate modern travellers.
“In key travel markets such as Singapore, home to some of the world’s top airports and airlines, we are working closely with key travel industry partners and the Economic Development Board.
“Our goal for the next decade and beyond is to implement groundbreaking innovations in line with L’Oréal’s ‘Beauty Shopper-tainment of the Future’ vision.
“Travellers can already experience our exciting shopper-tainment implemented at Changi Airport with The Shilla Travel Retail such as YSL Beauty Light Club and SkinCeuticals.”
Singapore Economic Development Board Vice President and Head Melissa Guan added, “Singapore is honoured to be home to L’Oréal Travel Retail Asia Pacific’s headquarters.

“Singapore’s strong connectivity to end markets, established track record of consumer innovation, and rich ecosystem of partners drive significant value for the numerous travel retail hubs of global consumer companies.
“We look forward to the continued partnership with L’Oréal to shape the future of travel retail from Singapore.”
Changi Airport Group Managing Director Airside Concessions Hung Jean said, “Changi Airport has always been more than a transit point – it’s a space for discovery and delight.
“We’re thrilled to partner with L’Oréal Travel Retail Asia Pacific to redefine the future of travel retail. Together, we have transformed airport spaces through bold shopper-tainment experiences, exclusive events and perks with Changi Rewards, and expanded access to L’Oréal products on iShopChangi.
“Their innovative, sensory-driven approach perfectly complements our vision of making every journey through Changi truly exceptional.”

The Shilla Duty Free Singapore Vice President and Head of International Business Jeff Lee said, “As one of Asia’s leading travel retailers, The Shilla Duty Free is proud to collaborate with L’Oréal Travel Retail Asia Pacific on pioneering experiences for travellers.
“For example, YSL Beauty Light Club is the first-time ever for a brand to have activations in all four terminals in Changi Airport and Jewel.
“For SkinCeuticals, this is the first time ever that any skincare brand brings high-end medical aesthetic devices for travellers in the airport.
“I am proud to share that we are partnering to drive personalised immersive beauty experiences and destination-inspired activations – reshaping the way travellers engage with beauty beyond traditional product retail.”
YSL Beauty Light Club
L’Oréal Travel Retail partnered with Changi Airport Group and The Shilla Duty Free to bring the YSL Beauty Light Club campaign to life.
It shows L’Oréal Travel Retail Asia Pacific’s Pentarchy model in action through additional partnerships with Singapore Airlines’ KrisFlyer, Grab, Meta and UOB Singapore.
Running until 25 May, the campaign involves a striking activation across all four terminals of Singapore Changi Airport, centred on a major takeover at Jewel.
At Jewel Changi Forest Valley, the YSL logo is projected onto the world’s tallest indoor waterfall – a visual centrepiece visited by more than 28 million international travellers annually.

The activation is designed to reach a broad traveller profile, blending immersive retail with entertainment-led discovery. Highlights include:
- AI-powered DJ booth: Generates a personalised YSL Beauty makeup look for travellers and redirects them to iShopChangi for pre-orders.
- YSL elevator experience: Travellers can explore different fragrances from the Le Vestiaire des Parfums collection by ‘pressing’ elevator floor buttons. They can also record short videos and use a YSL Beauty Loveshine lipstick to write messages on an interactive magic mirror.
- Silent disco fragrance finder: Travellers take a short quiz based on their music tastes and personal style, then receive a personalised fragrance match.

- Bespoke cocktails inspired by top Asian destinations: At the fragrance bar, visitors can explore the renewed Le Vestiaire Des Parfums collection while enjoying cocktails crafted by expert bartenders. The experience taps into the growing demand for destination-led storytelling in travel retail.
- Changi 1st launch: Changi Airport travellers are the first in Asia Pacific to experience the new Le Vestiaire Des Parfums collection – a line of fragrances inspired by the style and spirit of Monsieur Saint Laurent.
YSL Beauty Light Club is extended digitally through targeted messages via Changi Rewards, Meta and KrisFlyer platforms based on traveller interests.
The 360-degree campaign also includes Grab-enabled promotions for those en route to the airport – blurring the lines between discovery, convenience and conversion.
SkinCeuticals A.G.E. Lab
L’Oréal Travel Retail has launched the first-ever SkinCeuticals travel retail outpost at Changi Airport, with the A.G.E. Lab running in Terminal 3 until 4 June.
The pop-up highlights Hydrafacial, a medical aesthetic device previously exclusive to domestic Medi-Spas, now available to travellers through this Changi 1st partnership.
Travellers can book a three-step, non-invasive facial treatment using Hydrafacial technology, performed by professional beauticians from Calvin Chan Aesthetics.
The SkinCeuticals x Hydrafacial Professional Facial Treatment takes less than 30 minutes and is designed to improve skin quality, texture and tone.

It highlights how SkinCeuticals products work in synergy with medical aesthetic devices, reflecting the brand’s ‘Integrated Skincare’ philosophy.
Travellers can pre-book their treatments ahead of departure and explore the brand offerings, including the SkinCeuticals Collagen-III Amplifier serum – a targeted solution to improve texture, firmness and reduce the appearance of fine lines.
Promotions are available through Alipay and Changi Pay, with marketing support through celebrity-led content on Weibo and XiaoHongShu in partnership with The Shilla Duty Free. ✈