ARGENTINA. L’Oréal Travel Retail Americas is celebrating the ‘Pentarchy’ partnership that brought the YSL Beauty Light Club campaign to life at Ezeiza International Airport in Buenos Aires. The campaign marked the first implementation of the partnership approach in the Americas.
The Pentarchy partnership brought together Avolta, Aerolíneas Argentinas, Ezeiza International Airport and Meta, alongside L’Oréal’s YSL Beauty brand.
The Pentarchy concept – which unites airline, airport, retailer, brand and media partners – reimagines the airport environment as an immersive, emotional and entertaining destination.
At the heart of the activation is the YSL Beauty Light Club, a striking pop-up inspired by nightlife and music culture.
As reported, the campaign is running across Avola’s key outlets in the terminal engaging travellers across every touchpoint of their journey – from in-flight media to digital platforms and interactive retail spaces.
The journey begins onboard Aerolíneas Argentinas, where travellers are introduced to the YSL Beauty Light Club through exclusive in-flight content. Upon arrival at Ezeiza, the activation continues through airport-wide OOH and digital media visibility, targeted social media advertising and interactive podiums at the Avolta Duty Free store, all converging at the main animation in the Departures Terminal.
Inside the YSL Beauty Light Club pop-up, travellers can discover a curated selection of the brand’s hero products through a series of interactive and personalised experiences.
A make-up station, paired with an AI-powered DJ, allows passengers to select a music genre and receive a tailored beauty look, supported by consultation with YSL beauty experts.
A destination-themed mocktail bar offers non-alcoholic cocktails, while a digital fragrance discovery tool – accessed via VIP bracelets – helps guests identify their ideal YSL scent. In the Loveshine Beauty Lounge, travellers can enjoy games, entertainment and lipstick touch-ups in a playful, social-media-ready setting.
Beyond product discovery, the activation also serves as a platform for YSL Beauty’s Abuse is Not Love campaign. Given that one in three women will experience intimate partner violence in their lifetime, the programme seeks to educate the public about the nine common signs of abuse. Educational materials and messaging integrated into the experience help inform travellers and reinforce YSL Beauty’s role as an advocate for change.
L’Oréal Travel Retail said the launch represents a significant step forward in its mission to transform the travel retail landscape.
L’Oréal Travel Retail Americas Managing Director Petrina Kho commented, “This collaborative partnership with Avolta, Aeropuertos Argentina and Aerolineas Argentinas on this innovative YSL Beauty campaign embodies how a holistic approach can truly elevate the customer’s journey to new heights.
“We are connecting with travellers on a deeper level with meaningful memories that makes an ordinary trip to the airport an extraordinary experience. This is just the beginning of a new era for Travel Retail Americas, and it is incredibly exciting.”
“We believe in creating experiences that resonate with our travellers well beyond the point-of-sale,” added Avolta Latin Americas & Caribbean President & CEO Enrique Urioste.
“This partnership with L’Oréal and YSL is a perfect example of how we’re innovating through collaboration, making travel retail more engaging, memorable and premium.” ✈
