The TREX Awards: Who has won the big final honours, including the ultimate Patagotitan accolade?

Welcome to the final results of the second annual TREX Awards.

Following the success of the inaugural edition last year, The Moodie Davitt Report is delighted and proud to reveal the results of this trailblazing celebration of the finest travel retail-exclusive (TREX) products and related innovations worldwide.

Spanning multiple categories, TREX recognises differentiation and excellence within travel retail, shining a spotlight on products, campaigns and collaborations that deliver unique, channel-specific value to travellers.

The top performer in each category secures the prestigious Winner title, awarded to the entry that best embodies unrivalled excellence. Gold and Silver follow where merited, acknowledging fellow excellent initiatives that distinguish, resulting in a tiered celebration of the industry’s most outstanding channel-exclusive products and innovations.

The TREX results follow below by category. Silver and Gold (when awarded) are listed first, followed by the Winner.

First we revealed the results of the Children’s Products, Confectionery & Food and Cosmetics categories.

That announcement was followed by the TREX Destination Merchandise, Fashion and Accessories and Fragrances results.

Next up were the TREX Spirits, Tobacco and Smoke-Free Products, Wellbeing and Wine results.

Last Tuesday saw the judges’ findings on the ultra-competitive TREX Marketing Campaign category and a special Judges’ award – Best TREX-Related Communications and Concept.

Today is the big finish as we reveal the results of the again intensely competitive TREX Collaboration between a Brand and Retailer (and/or Airport) category and another special Judges’ award (Best CSR-Related TREX), topped off by the final flourish as we unveil The Patagotitan Award – the highest-ranked TREX across all categories.

Silver: The Chivas Regal Mumbai Boutique – Ospree Duty Free & Pernod Ricard Global Travel Retail

The proposition: In late 2025, Pernod Ricard Global Travel Retail and Ospree Duty Free unveiled the first permanent Chivas Regal boutique within the India, Middle East & Africa region, glittering in gold throughout and featuring the brand’s new visual identity for the channel.

The landmark opening, sited in the heart of Mumbai Chhatrapati Shivaji Maharaj International Airport’s departures duty-free zone, underscored both partners’ commitment to innovation and delivering premium experiences to travellers.

In addition to offering a full range of Chivas Regal expressions, including the Diwali 2025 TREX, Chivas Regal XV x Gaurav Gupta Limited Edition, the nearly 50sq m store features Chivas Brothers stablemates Royal Salute, The Glenlivet and Aberlour in an adjoining space. A Rare and Collectible wall also displays a selection of their rarest and most exquisite whiskies, such as Chivas Regal The Icon, Royal Salute Gun Salute 62, Royal Salute Platinum Jubilee and Royal Salute House of Quinn.

Judges’ comments:

A beautiful and impactful store, but the submission lacks a strong enough TREX element to score higher.

Stands-outs in this entry are the use of gold, bottle engraving, TREX whiskies and storytelling elements. Not enough is said in the entry, however, about the communication or collaboration.

I loved this initiative when I first wrote about it in late 2025 and that admiration has not dimmed. However, as my fellow judges note, the focus is less TREX than others in this category (an important qualification stated in the entry criteria). An outstanding raising of the quality bar though, which will rightly win widespread recognition.

Silver: The Monkey Shoulder Mixer Truck in collaboration with Ospree Duty Free

The proposition: In May 2025, William Grant & Sons brand Monkey Shoulder brought what it calls its “most disruptive and outstanding asset” (the Monkey Shoulder Mix Truck) to travel retail for the first time, partnering over a three-month period with Ospree Duty Free at Chhatrapati Shivaji Maharaj International Airport, Mumbai.

Judges’ comments:

Very impactful campaign, featuring a creative communication on the buggies. Excellent customer activation leading to a high sell-through. However, it lacks a hint of  travel retail exclusivity, which could be a product or even special gift.

This was an exhilarating promotion, with brilliant visibility across multiple touchpoints. And how about this? Those purchasing a twin pack were offered a fun, head-turning ride to their departure gate on a Monkey Shoulder-branded buggy.

An outstanding promotion then but, again (and according to the entry criteria) the lack of focus on a TREX product brought the score down.

Gold: cdf Sanya International Duty Free Shopping Complex x The Estée Lauder ‘S-Project’

The proposition: This submission presents the landmark ‘S-Project’, a transformative partnership between China Duty Free Group and the Estée Lauder brand. Launched in 2024 at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay, this collaboration established the brand’s largest and only duplex global flagship in travel retail.

It embodies a shared vision to redefine beauty retail by shifting from a transactional model to one deeply rooted in customer-centricity. In a homogenised market reliant on price competition, the submission observes, this initiative demonstrates that sustainable growth is driven by creating exceptional, emotionally resonant experiences. 

Judges’ comments:

A very successful store where the strong collaboration between the brand and the retailer is clearly visible. But in terms of the TREX Awards criteria, I don’t see it as a special, time-limited initiative.

This was a fantastic collaborative initiative between two sector powerhouses, delivering innovation, experience and engagement at every level.

The project implemented a bespoke structure with specialised roles focused on experiential services, client relationship management and brand storytelling. According to a fine submission, this moved the needle beyond the ‘one-person-multiple-roles’ framework, ensuring that dedicated expertise is allocated to every customer touchpoint.

As my fellow judge notes, not much focus was placed on channel exclusivity in terms of actual product (a clear entry criteria) though the exclusive Re-Nutriv SPA certainly provided a TREX experience.

I admired the way the partnership moved on from a ‘sales-only’ model by developing KPIs where customer experience metrics carry equal weight to commercial targets. Indicators tracked include SPA engagement rates, client consultation seating rates, and service standards, validated through a joint Mystery Shopper programme that aligns teams with long-term satisfaction.

A fine entry that tells the tale well of an outstandingly compelling collaboration. More emphasis on TREX products and it would have scored even higher.

Gold: Year of the Snake Manuka Honey MGO 1717+ Gift Box – Biosota Organics and Heinemann Duty Free

{Also see TREX Wellbeing Award}

The proposition: Biosota Organics and Heinemann Duty Free showcased a limited-edition Year of the Snake Manuka Honey MGO 1717+ Gift Box as part of the Lunar New Year activation at Sydney Airport. The collaboration highlighted premium Australian Manuka honey within a culturally aligned gifting environment during one of travel retail’s most significant seasonal moments.

Judges’ comments:

Very impactful promotion for an iconic product. Buying from a reputable retailer gives clients the additonal certainty of the product’s quality.

This TREX triumphed in the Wellbeing category. Here we are judging the strength of the collaboration rather than the TREX itself, and again it scores highly.

The partnership was all about four shared objectives:

1. Capture Lunar New Year gifting demand among Asian travellers (Chinese, Korean, Singaporean and others).
2. Premiumise the travel retail wellbeing category.
3. Differentiate through seasonal exclusivity.
4. Strengthen retailer-brand collaboration: The partnership successfully demonstrated how a wellbeing brand can integrate meaningfully into a retailer’s seasonal activation strategy, enhancing cultural storytelling and creating a premium category presence.

All of those goals were met. Good for the retailer, good for the brand and good for (in more ways than one) the consumer.

Gold: INseperable Gin – Portugal Duty Free (ARI/ANA Aeropuertos de Portugal) 

The proposition: The INseparable Gin – Travel Collection is designed as a tribute to Portugal that unites craft, culture and travel.

Exclusive to Faro Airport Duty Free, Lisbon Airport Duty Free and Porto Airport Duty Free, this collectable edition is all about transforming every departure into a lasting, sophisticated memory of place. 

Judges’ comments:

A very nicely executed TREX, the perfect souvenir to purchase before flying off. Excellent results. Last year a similar product was launched so it is great to see continuity. Looking forward to the 2027 edition.

A destination-specific TREX. I would have liked to have seen more evidence of how the TREX element was communicated in the submission. 

A very nice TREX indeed. I have made my thoughts clear on the value of destination-specific TREXs in other categories and this is further proof of how the combo of channel and product exclusivity combines to powerful effect.

I also like the fact that INseparable Gin is tailored (by labelling) across three key Portugal Duty Free stores; Faro, Lisbon and Porto. Each label is specifically adapted to encapsulate the culture and tradition of its region. So I disagree with my fellow judges that the TREX element needed greater communication.

Results were strong. Following the launch of INseparable Gin in June 2025, sales of 2,100+ units (priced at €17.90 a bottle) had been recorded until the TREX submission date across Portugal Duty Free. Each unit is producing a sales figure of €37,500+.

A worthy Gold Award winner.

Gold: Moncler Sanya International Duty Free Shopping Complex Duplex flagship store: Redefining New Heights in Travel Retail – China Tourism Group Duty Free Corporation Limited

The proposition: In December 2025, Moncler and China Duty Free Group launched the luxury fashion brand’s first travel retail duplex flagship.

The two-storey boutique at cdf Sanya International Duty Free Shopping Complex featured a compelling design intended to drive the brand’s sales to new heights and increase average transaction value (ATV) in travel retail by +40%.

Notably, the new boutique saw the launch of a red colourway for Monclers’s Archivo series down jacket, a TREX-specific drawcard for China Duty Free Group.

Judges’ comments:

An all-round fine initiative that includes an excellent TREX in the form of the red colourway Archivio down jacket. Results were very impressive.

An impressive new store opening and collaboration between two world-renowned partners.

The partners set out to create a new benchmark in terms of travel retail sustainable luxury. And did so in style. I was very impressed by the deep sense of collective mission in this submission.

Travel retail’s nature was well-communicated through online and offline touch points. Offline, the store’s facade and window were (and still are) marked with ‘CDFG Travel Retail Exclusive Duplex Flagship Store’, while the exclusive red colourway down jacket boasts a ‘CDFG Exclusive’ hang tag.

The in-store brand story area displays the exclusive cooperation between Moncler and CDFG, interpreting the brand philosophy of ‘Born in the Mountains, Mastered in the City’ through a compelling spatial narrative.

I admired the way that retailer and brand combined online to push opening information and exclusive product updates through the China Duty Free Group membership system (SMS, mini-program, private domain community), while simultaneously releasing content on Moncler’s official Instagram, WeChat and Xiaohongshu accounts. True partnership leveraging both partners’ assets and strength.

OOH advertisements at Sanya Phoenix International Airport and the Haitang Bay scenic area added to the strong launch visibility.

Importantly, the project positioned sustainable luxury at its core via a formal application for LEED Silver certification. In material selection, for example, recycled steel, low-formaldehyde environmental protection board and energy-saving glass were adopted.

In construction, low-carbon construction technology was deployed to reduce carbon emissions by -30% compared with traditional stores; while energy-saving lighting and intelligent temperature control systems lowered energy usage. 

A first-class project and (very well-written) submission, which deservedly rates Gold here.

Gold: Dublin and Cork Airport Duty Free Teeling Whiskey Christmas Batch – ARI

The proposition: As noted in several other awards, this collaboration with Teeling Whiskey represented ARI’s latest whiskey journey of discovery, as it welcomed yet another in an impressively long line of world exclusives to The Irish Whiskey Collection at Dublin & Cork Airport Duty Free.

In November 2025, Teeling Whiskey launched the second annual release of its Christmas Batch, a travel- and world‑exclusive bottling available only at Dublin and Cork Airport Duty Free and online through dublinandcorkdutyfree.ie. Also see Best TREX Marketing and Best TREX Initiative by a Retailer or Airport awards.

Judges’ comments:

A very nicely executed TREX with ARI, perfectly matched to the Christmas period and communicated well in-store and digitally. 

A fine collaboration as I noted in my assessment of this TREX in other categories. This is clearly a very strong partnership between these two fine companies, a bond reflected in the quality, continuity and success of the limited-time TREX, promoted with panache by both players.

Gold: The Glenlivet Cask Master’s Collection & Changi Airport – Pernod Ricard Global Travel Retail

{Also see Best TREX Spirits Award}

The proposition:  One year since the Changi 1st release of TREX, The Glenlivet The Groundbreaker Collection, in October 2025 Pernod Ricard Global Travel Retail launched The Glenlivet Cask Master’s Collection – a new, permanent aged range of 14, 16, and 19 Year Old single malts celebrating the mastery and vision of Cask Master Kevin Balmforth and The Glenlivet’s signature smooth style.

Exclusively available in GTR, The Glenlivet Cask Master’s Collection is described as a quality representation of classic, fruity Speyside whiskies, honouring the brand’s 200-year heritage while continuing to push the boundaries of flavour. While all three have spent time in American and/or European oak casks, The Glenlivet 19 Year Old features a selective finish in rare Scottish Oak, paying tribute to The Glenlivet’s terroir and marking an experimental first for the brand.

In a concerted effort to take TREX products and activations to a wider consumer audience, Pernod Ricard Global Travel Retailer partnered with Condé Nast Traveller to promote The Glenlivet Cask Master’s Collection and the Changi 1st pop-up online and in print.

Judges’ comments:

Excellent collaboration that ticks all the boxes: Impactful store, iconic colours, exciting products, playful customer activation.

The Glenlivet Cask Master’s Collection is a great TREX example and was brought to life with impact at Changi in collaboration with Lotte Duty Free.

Communication around the initiative and the TREX element was strong with superb in-store presence and digital support. I like the tie-up with Condé Nast Traveller.

One of the strongest contenders in this category, which also scored Gold in the TREX Spirits category. An outstanding example of a definitive, value-added TREX, in this case a whole collection.

The collaboration with Changi Airport (and Lotte Duty Free) embraced an immersive Changi 1st pop-up and an expansive global media and PR campaign traversing traditional B2B (including a first TREX podcast interview) and paid media partnerships with Condé Nast Traveller and Vanity Fair Magazine.

Changi Airport Group Managing Director, Airside Concessions Hung Jean summed it up very well in the submission, observing: “At Changi Airport, we continuously seek innovative ways to enrich the shopping journey, and The Glenlivet pop-up exemplified that ambition. By inviting travellers into a multi-sensory world of discovery, we helped them uncover fresh, original expressions to enhance their personal collections.”

Gold: Toblerone Crunchy Popcorn with Avolta – Mondelez World Travel Retail

{Also see Best TREX Confectionery Award}

The proposition: As noted in the TREX Confectionery category, Toblerone Crunchy Popcorn launch was developed in collaboration with Avolta as a hyper-exclusive travel retail innovation. Only 2,000 of the individually numbered bars (combining a new golden chocolate blend with caramelised popcorn, toasted corn and salted caramel pieces) were produced.

They were released exclusively at Athens International Airport, in partnership with Avolta, during a two-month period between September and November 2025. Daily availability was limited to 33 bars, ensuring uniqueness remained visible and consistent throughout the activation.

Judges’ comments:

Wow! The store display and, above all, the innovativeness of making just 2,000 exclusive bars is really outstanding.

The words ‘very limited edition’ add allure and the countdown makes it very playful as well. Congratulations.

I think there is inspiration in this TREX initiative for all brands. I like the way they have harnessed one of the best marketing tools available, scarcity, and made this a centre piece of the activity. It is well executed with Avolta and resulted in good sales for the brand as a whole.

Our winner in the TREX Confectionery category and very close to a winner here. In my Confectionery Award comments, I lauded the hyper-exclusivity implicit in this product and this close collaboration between brand and retailer.

Too many so-called confectionery TREXs of the past have been pale imitations of the real thing but now I see a real momentum growing in the category, a dynamic that embraces rarity, discovery, fun and giftability (or self-indulgence).

Bravo to both partners for creating great retail theatre and consumer engagement while amplifying the allure of Toblerone and driving a commercial winner.

Gold: Better Choice For Food and Beverage It’s Water – Riyadh Airports Company

The proposition: This TREX initiative by Riyadh Airports at King Khalid International Airport moves beyond traditional airport retail by introducing a purpose-built, self-service hydration model paired with sustainable carton packaging and destination storytelling.

Unlike conventional water retail, the open-refrigeration booth system eliminates transaction friction, enabling passengers to pick, pay and go in seconds. This directly addresses airport behavioural patterns where time and convenience are critical.

The Riyadh-dedicated packaging features skyline illustrations that embed destination identity into the product itself. This transforms hydration from a commodity purchase into a memorable piece of travel retail, a subtle yet powerful differentiator in a commoditised category {Also see TREX CSR-Related Award}.

Judges’ comments:

An innovative service, making purchases quick and seamless. And strong CSR credentials.

Good environmental credentials to this initiative and I like the fact the water is Riyadh-branded. Notable operational and environmental efficiency.

‘Hydration Reimagined at King Khalid International Airport’ was the appropriate tag line for this fine TREX initiative, which delivered very strong sell-through across the ten active booth locations.

That performance in turn validated the scalability of the model and justified expansion to ten planned locations.

Efficiency and CSR credentilals are the hallmarks of this ongoing project. Transaction times are now just a matter of seconds, reducing check-out queues and optimising terminal flow during peak travel periods.

As for CSR, this programme displaces 1,200kg of plastic monthly across four active booth locations. That is equivalent to preventing 60,000 single-use plastic bottles from entering waste streams each month. See the TREX CSR-Related category further down the page for more details. As I note there, this is a savvy and fine example of our industry placing principles before profit.

Gold: China Duty Free Group (China Tourism Group) Saint Laurent duplex flagship store at cdf Sanya International Duty Free Shopping Complex

The proposition: YSL & China Duty Free Group launched their exclusive duplex flagship at cdf Sanya Duty Free International Duty Free Shopping Complex in late 2025, with sustainability and immersion serving as key principles, matching direct store standards and seeking to redefine luxury duty-free consumption.

TREX status was evident both in the communication and a key element of the product offering.

Judges’ comments:

A solid new store opening that had a positive effect on sales, resulting from an excellent collaboration between two powerful players.

TREX elements form a large part of this store – in communication terms the store bears the declaration ‘CDFG Travel Retail Exclusive Duplex Flagship Store’ and the limited-edition products are labelled with ‘Global Limited-CDFG Exclusive’. A robust collaboration.

What a striking boutique, one of so many in this outstanding shopping emporium. Plenty of TREX focus too with Saint Laurent’s SS26 limited-edition handbags and custom-tailored ready-to-wear pieces exclusively launched on 2025.11.01 (100 pieces globally, 60 for CDFG).

Heady ambitions underpinned the project. The mission was not only to build Saint Laurent’s sole TREX duplex flagship store but also drive the brand’s year-on-year sales growth in Hainan travel retail by +50% in Q4 2025, and to increase ATV by +15% over the previous year.

The store integrates sustainable design and artistic spatial storytelling, in a mission to create an ‘artistic luxury experience centre’. That mission is very much in line with CDFG’s evolution from ‘product transaction’ to ‘cultural immersion’ and has been delivered in fine style.

The exclusivity of travel retail is comprehensively communicated through multi-dimensional touch points with a compelling brand story.

I particularly like the in-store artistic exhibits (Zhang Xuerui’s acrylic diptych, 19th-century European mirrored cabinet), accompanied by detailed explanations of the integration of brand art and the TREX experience.

Similarly, The VIP room’s warm and intimate design is highlighted as ‘CDFG VIP Exclusive Art Experience Space’ to enhance consumers’ exclusive sense. An outstanding partnership and very nearly a category winner for me,

Winner: Royal Salute x L’Oreal Paris x King Power Duty Free – Pernod Ricard Global Travel Retail

The proposition: Breaking through traditional category boundaries in travel retail, August 2025 saw the worlds of luxury spirits and beauty intertwine as Pernod Ricard Global Travel Retail and L’Oréal Paris Travel Retail announced a first-of-its-kind cross-category partnership with King Power Duty Free.

The collaboration was designed to revolutionise the male traveller experience and set a new benchmark for shopper engagement.

Delivered through an immersive, bar-inspired HPP situated in the perfumes & cosmetics area and a cocktail lounge takeover within the King Power Space Lounge at Suvarnabhumi Airport, Bangkok, Thailand the activation seamlessly wove the two worlds of Royal Salute Scotch Whisky and L’Oreal Paris Men Expert skincare range together.

The campaign specifically focused on the Royal Salute 21 Year Old The Vintage Blend 2002 TREX release and the exclusive launch of L’Oréal Paris Men Expert Age Protect Anti-Aging Routine as a TREX set.

Judges’ comments:

This is an exceptional TREX collaboration between two brands and a retailer. Targeted at male travellers and communicated superbly across multiple touch points. I really like the way it is grounded in insights and that it brings two categories together. The results are also very good. All-round excellent.

The most impressive submission in this top-class category. A very innovative collaboration, bringing two masculine products together and capitalising on generating cross-interest in a potentially new category.

The programme was also the most complete of those submitted with a variety of locations, high-impact visibility, comprehensive training and much more.

My fellow judges have summed up this marvellously ambitious campaign very well but I feel compelled to add some further observations such is the ambition and excellence on display.

Firstly, and importantly, this campaign was not only exclusive to the travel retail channel but also it focused solely on TREX products, a clear point of differentiation from several other top-class entries in this white-hot category.

The two TREXs – Royal Salute 21 Year Old The Vintage Blend 2002 and the L’Oréal Paris Men Expert Age Protect Anti-Aging Routine set – were outstanding in their own right but it is the convergence of the two and the commitment that all three partners demonstrated that wins the day.

There are so many elements to this tripartite partnership. Passengers were encouraged to have quick, complimentary hand massages, demonstrating how to integrate high-quality skincare with a busy lifestyle. A multi-sensory nosing experience encouraged men to explore the scent notes of L’Oréal Paris Men Expert Age Protect. Based on their preferred scent, travellers received a customised cocktail recipe, printed on a magnet memento.

And from responses to a questionnaire, visitors could receive a customised skincare routine to take home and potentially convert to a sale, either at the airport or in domestic stores.

The partnership culminated in an exclusive King Power lounge takeover where guests were invited to indulge in complimentary cocktails paying tribute to Royal Salute’s 21 Year Old The Vintage Blend 2002, and inspired by the scent notes of the L’Oréal Paris Men Expert Age Protect line.

The collaboration sought to deliver two complementary objectives: L’Oréal Paris’ drive to expand men’s cosmetics 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. Both individually the programme delivered triumphantly.

An outstanding winner against some first-rate peers.

Winner: Better Choice For Food and Beverage It’s Water – Riyadh Airports Company

{Also see Best TREX Collaboration between a Brand and Retailer and/or Airport Award}

The proposition: This TREX initiative by Riyadh Airports at King Khalid International Airport moves beyond traditional airport retail by introducing a purpose-built, self-service hydration model paired with sustainable carton packaging and destination storytelling.

Unlike conventional water retail, the open-refrigeration booth system eliminates transaction friction, enabling passengers to pick, pay and go in seconds. This directly addresses airport behavioural patterns where time and convenience are critical.

The Riyadh-dedicated packaging features skyline illustrations that embed destination identity into the product itself. This transforms hydration from a commodity purchase into a memorable piece of travel retail, a subtle yet powerful differentiator in a commoditised category.

Judges’ comments: 

This was a standout submission in this year’s TREX Awards both in terms of product content and its sense of purpose.

Water is a perennial need for travelling consumers but it is a product that often attracts consumer criticism related to overpricing and use of plastic.

Riyadh Airports has made sustainability messaging central to this initiative. Clear environmental communication on the packaging and the booth is designed to reinforce responsible consumption.

As a fine submission observes: “This initiative reimagines travel retail by eliminating friction from the hydration experience. Open-fridge booths with seamless self-payment enable passengers to grab water in seconds, while Riyadh-inspired packaging embeds cultural storytelling into every purchase. It’s retail innovation that respects both traveller time and planetary health.”

And look at these remarkable statistics. This programme displaces 1,200kg of plastic monthly across four active booth locations. That is equivalent to preventing 60,000 single-use plastic bottles from entering waste streams each month.

Scaled annually, this represents 14.4 metric tonnes of plastic diverted from King Khalid International Airport’s waste systems, with growth projected as the initiative expands to ten locations.

This project aligns directly with Saudi Arabia’s circular economy and sustainability goals under the acclaimed nationwide Vision 2030, demonstrating airport leadership in reducing reliance on single-use plastics within high-traffic retail environments. A superb example of our industry placing principles before profit.

Winner: The Patagotitan Award (for best-in-class among all TREX submissions)

{Also see TREX Collaboration between a Brand and Retailer/Airport Award}

The proposition: Breaking through traditional category boundaries in travel retail, August 2025 saw the worlds of luxury spirits and beauty intertwine as Pernod Ricard Global Travel Retail and L’Oréal Paris Travel Retail announced a first-of-its-kind cross-category partnership with King Power Duty Free.

The collaboration was designed to revolutionise the male traveller experience and set a new benchmark for shopper engagement.

Delivered through an immersive, bar-inspired HPP situated in the perfumes & cosmetics area and a cocktail lounge takeover within the King Power Space Lounge at Suvarnabhumi Airport, Bangkok, Thailand the activation seamlessly wove the two worlds of Royal Salute Scotch Whisky and L’Oreal Paris Men Expert skincare range together.

The campaign specifically focused on the Royal Salute 21 Year Old The Vintage Blend 2002 TREX release and the exclusive launch of L’Oréal Paris Men Expert Age Protect Anti-Aging Routine as a TREX set.

Judges’ comments: 

And so to our ultimate acknowlegment of excellence – in this case best-in-class excellence – across all submissions in the TREX Awards.

It was a devilishly difficult task to separate a tightly bunched array of contenders but this deeply ambitious and collaborative campaign ticked every box imaginable in terms of the ultimate TREX.

As I noted in the TREX Collaboration between a Brand and Retailer/Airport Award, this campaign was not only exclusive to the travel retail channel but also focused solely on TREX products – Royal Salute 21 Year Old The Vintage Blend 2002 and the L’Oréal Paris Men Expert Age Protect Anti-Aging Routine set.

Both TREXs were outstanding in their own right but it is the convergence of the two and the commitment all three partners demonstrated that wins the day.

While the submission majors on the lead brand and retailer partners, the collaboration also involved airport landlord, Airports of Thailand; Bangkok Airways; ride-hailing app Grab; travel-booking site Agoda; Meta, and payment platform Alipay.

Supported further by aviation tech company Sky ICT, the L’Oréal x Royal Salute campaign reached passengers at every step of their journey to maximise brand engagement. 

Using advanced insights from Agoda’s booking data, King Power’s loyalty programmes, and Meta’s targeting capabilities, more relevant recommendations were offered to travellers based on their gender and nationality. Grab push notifications allowed for optimised, location-based promotions to build anticipation before arriving at the airport.

Co-branded displays and flyers in both spirits & wine and perfumes & cosmetics drove cross-traffic, while boarding pass advertising, a premium airport shopping concierge service and gamification all formed part of a carefully curated, immersive and engaging customer experience.

Shoppers could, for example, discover the L’Oréal Men Expert pop-up, with a ‘sure-win’ blind-box play via Alipay offering various prizes while co-branded gifts proved to be another strong draw.

Throw in intensive brand consultant training with performance incentives and a far-reaching media campaign featuring KOL product seeding and you have the genesis (and genius) of a TREX initiative like no other in this year’s awards.

“The future of travel retail lies beyond category boundaries. Together with Pernod Ricard and L’Oréal Paris, King Power transformed traditional alcohol retail limitations into an innovative cross-category experience that delights and engages travellers – a true expression of The Power of Possibilities for global travellers.” The words of the King Power Corporation Chief Commercial Officer neatly summed up the seminal impact of this superb partnership.

A Patagotitan heavyweight that stomped the travel retail turf with majesty and extraordinary impact. ✈