THAILAND. L’Oréal-owned skincare brand L’Oréal Paris and Pernod Ricard-owned Royal Salute Scotch whisky partnered with King Power Duty Free to reveal an immersive, bar-inspired cross-category outpost at Bangkok Suvarnabhumi Airport in August.
They said the groundbreaking pop-up concept was “designed to revolutionise the male traveller experience and set a new benchmark for shopper engagement in the evolving travel retail landscape”.
A statement said the partnership leverages two complementary objectives: “L’Oréal Paris’ drive to expand men’s cosmetic usage by engaging in male-centric spaces such as premium alcohol retail environments, and Royal Salute’s ambition to broaden its consumer base through new, diverse touchpoints.”
The campaign featured the exclusive launch through King Power of L’Oréal Paris Men Expert Age Protect Anti-Aging Routine as a travel-exclusive set. It features a blend of four ingredients designed to sculpt, tighten and rejuvenate the skin: Copper Peptide for barrier repair, Atlantic Kelp for intense hydration, and ProXylane alongside Dual Collagen Peptide to restore skin firmness.
The disruptive pop-up also offered complimentary quick hand massages, designed to showcase the lightweight and non-oily texture of L’Oréal Paris’ Age Protect products.
The outpost featured an interactive nosing experience, inviting male travellers to explore the L’Oréal Paris Men Expert Age Protect routine’s fragrance notes. Based on their preferred scent, travellers received a customised cocktail drink recipe, printed on a magnet memento.
Visitors were invited to answer a concise questionnaire focused on their travel skincare concerns. Based on their responses, each traveller received a personalised skincare routine, printed for them to take home.
This partnership culminated in an exclusive King Power lounge takeover. Guests were invited to taste complimentary cocktails, each designed to pay tribute to the Royal Salute 21 Year Old The Vintage Blend 2002 Release, inspired by the scent notes found in the L’Oréal Paris Men Expert Age Protect product line.
L’Oréal Travel Retail Asia Pacific General Manager Jesus Abia said, “This first-ever cross-category collaboration with Royal Salute and King Power in travel retail signifies our dedication to innovate beyond traditional boundaries.
“By crafting unique, enriching experiences and unveiling novel touchpoints, we are committed to continuously elevate and reshape the traveller’s journey, ensuring that every moment is truly unforgettable.”
Pernod Ricard Travel Retail Asia Pacific General Manager Antonio Duva said: “This collaboration with L’Oréal Paris and King Power reflects our commitment to breaking traditional category boundaries in travel retail. By combining the worlds of luxury spirits and beauty, we’re offering travellers a fresh, engaging experience that redefines how brands can connect across categories.”
A L’Oréal statement said, “The evolving retail landscape, driven by technology and omnichannel experiences, requires brands to constantly innovate and L’Oréal is at the forefront of this revolution to engage travellers and drive desire.
“We are revolutionising the travel retail experience by creating entertainment destinations for travellers, especially with 47% of travellers actively seeking immersive and memorable experiences.” ✈
