Loreal 2013 Annual Report Download - page 55

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The traditional leader in travel
retail(1), L’Oréal has high hopes
for this particularly dynamic channel
that resembles a sixth continent.
A key market for achieving the target of con-
quering a billion new consumers, travel retail
plays a strategic role for the brands and has
been posting exponential growth rates over the
last few years: it should double in the next ten
years(2). With 30% of total sales, beauty – that is
fragrances and cosmetics – is the first category
of this channel(3).
Travel retail consumers are global shoppers who
buy where they are and not only where they live.
To respond to the aspirations of travel customers,
whether they are Brazilian, Chinese, Russian or
Middle Eastern, L’Oréal has developed a person-
alised approach by adapting to languages, cul-
tures and beauty rituals. An immense potential
that L’Oréal is ready to seize thanks to the richness
of its brand portfolio.
Key issue: to raise
the expression of
the brand’s identity
to such a level of
excellence that the
sales outlet
experience matches
the consumer’s
vision of beauty.
Polo Red by RALPH LAUREN
is one of the year’s success
stories in men’s fragrances,
notably in travel retail.
No.1
L’ORÉAL LUXE IS THE WORLD LEADER
IN THE TRAVEL RETAIL
BEAUTY MARKET(1)
(1)Source: Generation data, market share value 2012. (2) Source:
Generation forecasts. (3) Source: Generation data, sales in value.
⁄ TRAVEL RETAIL,
THE SIXTH
CONTINENT
53