Doha, Qatar — L’Oréal Travel Retail and Qatar Duty Free have announced an innovative collaboration known as the ‘Power of Five partnership.’ This initiative aims to enhance the visibility of the YSL Beauty brand at Hamad International Airport (HIA) through a multi-faceted campaign running from July to October.
The partnership centers around YSL Beauty’s ‘Summer Illusions’ campaign, culminating in an eye-catching pop-up retail experience at the airport. “This groundbreaking collaboration sets a new standard in travel retail, as it represents a fully integrated ecosystem where airlines, airports, retailers, brands, and media join forces to create a seamless and personalized consumer journey,” the partners stated.
An Immersive Experience from Arrival to Departure
The personalized consumer experience begins even before travelers arrive at the airport, thanks to Qatar Airways’ extensive loyalty program. Through a targeted customer relationship management (CRM) campaign, travelers are invited to visit the YSL Summer Mirage pop-up store upon their arrival, promoting exclusive events and building excitement for their journey.
Once at the airport, YSL Beauty transforms into a destination in its own right. Strategic digital out-of-home content in key airport areas directs foot traffic to the pop-up store, further supported by the Libre and YSL Loveshine campaigns, each featuring compelling calls to action.
To enhance engagement, passengers at HIA receive notifications on the Qatar Airways mobile app two hours before their flight, inviting them to visit the pop-up and claim gifts tailored to their loyalty tier.
A Luxurious Pop-Up Experience
Upon entering the 65-square-meter Summer Mirage pop-up store, visitors are treated to a “cohesive and elevated experience” at every interaction point. The experience fosters active visitor engagement and underscores the effectiveness of the partnership.
Guests can explore YSL fragrances through interactive displays and experiment with their favorite looks using a virtual try-on app, enabling them to visualize different styles before a makeup expert assists them. Additionally, visitors can personalize gifts featuring UV-printed YSL graphics on best-selling products and exclusive packaging inspired by desert fantasies.
“By blending the cutting-edge luxury of YSL Beauty with the connected environment of Qatar Airways, this collaboration redefines travel retail, leveraging brand connections at every stage of the journey,” the partners emphasized.
A Resounding Success
The partnership has proven extremely successful, generating substantial value for the beauty category and enabling YSL Beauty to achieve record market share. Insights gathered during the campaign have also enhanced consumer engagement, adding value for all involved parties.
Thabet Musleh, Group Chief Retail and Hospitality Officer at Qatar Airways, remarked, “This collaboration with YSL Beauty exemplifies the potential of a unified effort among airlines, airports, retailers, brands, and media. We have established the first ‘five-way’ partnership in travel retail, delivering a unique, immersive experience that transforms travel into a memorable occasion.”
Emmanuel Goulin, President of L’Oréal Travel Retail, added, “This campaign marks L’Oréal’s inaugural collaboration with Qatar Duty Free, Qatar Airways, and Hamad International Airport. It showcases how the customer journey can be elevated through a holistic approach, creating engaging brand experiences that resonate with travelers on a deeper level. This is just the start of a new era in travel retail, and the prospects are exciting.”
L’Oréal remains optimistic about the future of travel retail and the beauty industry, predicting an increase in travel interest and an influx of 600 million new consumers by 2030.
“As the retail landscape evolves, driven by technological advancements and omnichannel experiences, brands must continue to innovate. The traditional ‘three-in-one’ ecosystem is evolving into a ‘five-in-one’ model, placing consumers at the core. This new framework surrounds consumers with support from brands, retailers, airports, airlines, and digital partners, all working collaboratively to deliver personalized and engaging experiences,” the company noted.
“L’Oréal’s successful partnership with Qatar Duty Free and Qatar Airways at Hamad International Airport perfectly illustrates this new collaborative approach.”
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