Loreal 2014 Annual Report Download - page 41

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Travel retail provides an ideal showcase for the
group’s brands. It helps to maximise their visibility
with a very large audience of potential con-
sumers, in particular through point-of-sale events.
The channel thus plays a crucial role in building
customer loyalty and recruiting new consumers,
especially with a brand like KIEHL’S.
Serving as a laboratory for enhancing and im-
proving the customer experience, travel retail
develops new point-of-sale services. The channel
also helps to amplify major successes, such as
the fragrances “La vie est belle” by LANCÔME
and Sì by GIORGIO ARMANI.
L’Oréal relies on its expertise developed over the
past 30 years, first in the luxury segment, then
with L’ORÉAL PARIS and The Body Shop, to conduct
targeted launches of all of its brands in the travel
retail channel.
In 2014, L’Oréal rolled out the VICHY and
LAROCHE-POSAY brands in dermacenters and
opened up the luxury haircare category in the
channel with KÉRASTASE.
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LANCÔME COUNTER
Lancôme’s travel retail
counters help the brand
attract global shoppers
and increase the visibility
of its star products.
2
DERMACENTERS
This year, underpinned
by its travel retail
expertise, L’Oréal launched
its dermocosmetics
brands VICHY and
LA ROCHE-POSAY
in the channel.
s VIEW MORE ON TRAVEL RETAIL
by scanning this page with
the L’Oréal Finance app
Attracting
new consumers
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