THAILAND. L’Oréal Paris has partnered with Pernod Ricard-owned Royal Salute Scotch whisky and King Power for an innovative cross-category collaboration and ‘shopper-tainment’ campaign in Thailand.
The collaboration combines luxury whisky with men’s grooming and is centred around Royal Salute’s first vintage release – the 21 Year Old Vintage Blend 2002 – which makes its channel debut in August.
The expression is crafted from whiskies laid down in 2002 and matured entirely in American oak casks, delivering a smooth, sweet character defined by notes of vanilla custard, honey, ripe plums and pears.
In addition, L’Oréal Paris has launched a travel retail-exclusive Men Expert Age Protect Anti-Aging set. The collection features L’Oréal Paris Men Expert’s top anti-ageing line, offering a lightweight, non-oily texture that sculpts, tightens and rejuvenates the skin.
It comprises the Skin Purifying Cleanser, Skin Forming Toner, Skin Firming Lotion and Anti-Wrinkle Eye Cream.
The partnership reflects Royal Salute and L’Oréal Paris’ shared goal of bringing elevated expressions to the channel that offer exclusivity and relevance across categories.
The collaboration will be showcased through a dynamic ‘shopper-tainment’ pop-up campaign at Suvarnabhumi Airport, Bangkok in partnership with King Power from 1-30 August.
A L’Oréal Men Expert x Royal Salute outpost will be located in the Departure Hall Main West. Travellers will be able to enjoy express hand massages, a bespoke fragrance nosing experience, personalised cocktail recipe creation and Brand Ambassadors who will help create tailored skincare routines.
At the King Power Lounge, guests can take advantage of complimentary Royal Salute 21 Year Old 2002 Vintage blend tasting sessions. The tastings are free with any purchase of the whisky or a minimum spend of US$210 on L’Oréal Paris products, including the Age Protect pouch. ✈
