Beauty Collaboration

Beauty for all travellers

L’Oréal Travel Retail and Tripadvisor have partnered in a long-term agreement that will engage travellers, enhance channel activations, drive brand awareness, gain valuable customer data and boost collaboration and innovation.

At the beginning of this year, L’Oréal Group and Tripadvisor, the world’s largest travel guidance platform, teamed up in a breakthrough long-term travel retail-exclusive agreement for the beauty category. The partnership, named ‘Beauty for all travellers’, aims to “create the future of travel experiences and engage travellers at every step of their journey”, the partners said.

The partnership is centred around creating strong omnichannel media activations, gathering data and customer insights and driving co-innovation to enrich the overall traveller experience. It seeks to drive awareness, engagement and conversion for all L’Oréal brands in travel retail and deliver added value by enriching the experience of Tripadvisor’s users.

L’Oréal Travel Retail noted how consumer behaviour has shifted post-COVID, now with clear expectations for experiential products and services.

As reported, the two companies first joined forces last year (with Avolta) to launch the ‘Beauty to Go’ project to engage US and UK travellers. L’Oréal Travel Retail said the success of that “game changer” project paved the way for their extended partnership as it aims to scale it further to other geographies.

This year, L’Oréal Travel Retail ran seven campaigns with Tripadvisor for its Lancôme, Kiehl’s, YSL Beauty and La Roche Posay brands.

The campaigns ran across five markets, the US, UK, Dubai, Germany and Brazil as well as in key markets in Europe. The campaigns jointly reached 50 million travellers.

They were activated across different channels that included social media, email marketing, targeted mobile ads, brand channel pages, websites of retailer and airport partners and on the Tripadvisor platform. All four campaigns were supported by dynamic real-life animations in key airport and downtown duty free locations.

L’Oréal Travel Retail and Tripadvisor have been gathering data to better enrich the traveller experience and gain insights onto which activations are most relevant for specific audiences.

This data bank enables both partners to learn and leverage insights across geographies and further enhance the traveller experience.

In addition, the partnership has a strong focus on driving Tripadvisor users to L’Oréal Travel Retail’s offline and online stores through coupon initiatives with key retailers such as Avolta, Dubai Duty Free and Gebr. Heinemann.

Commenting on the partnership, L’Oréal Travel Retail Global Chief Digital Officer Sam Crossman said: “Our partnership with Tripadvisor continues to scale with momentum across all our regions at L’Oréal, driving awareness of our brands, and delivering real performance with excellent results.

“Innovation has been essential to this. From finding new ways to engage with consumers through AI, to building the future of data partnerships, we’re all excited to drive the future of beauty together.”

Kiehl’s Loves x Tripadvisor

In the summer, Kiehl’s and Tripadvisor teamed up for a colourful O2O campaign in the US.

Animations were rolled out across 31 points of sale in American airports including New York, Atlanta, Los Angeles, Miami, Dallas and San Francisco and London. The roll-out included 13 localised versions of the concept: Kiehl’s Loves New York, Kiehl’s Loves Los Angeles, Kiehl’s Loves Texas and more, building Sense of Place for each airport.

The campaign was amplified in three strategic points of sale which included off-counter animations in DFS stores at New York John F. Kennedy, Los Angeles and San Francisco International airports.

Leveraging the Tripadvisor US audience, Kiehl’s engaged travellers through paid media, influencer content, personalised direct emails and a takeover of Tripadvisor city pages covering top destinations.

To promote awareness and drive traffic to the animations, Tripadvisor users were invited to explore the Kiehl’s Loves activation virtually.

Travellers were also able to shop travel retail-exclusive products and receive a free tote bag, personalised for each city with any Kiehl’s purchase at select duty free stores across the US.

Tripadvisor visitors were also given Kiehl’s recommendations for the best activities and places to visit in New York City. The partners held a lucky draw and two winners received a trip to New York, complete with an immersive Kiehl’s store experience.

The Kiehl’s Love campaign also ran in the UK.

According to the partners, travel specific content, such as the content featured in the campaign, have shown to resonate strongly among travelling audiences, particularly when supported by offline brand events.

Kiehl’s partnered with Tripadvisor and Kiehl’s US local market to create a seamless journey from travel retail to domestic markets.

Localised content and a virtual experience extend the campaign's reach online and drive traffic to the animations

Influencer activities and geotargeted ads drive awareness for the Kiehl’s Love x TripAdvisor campaign

YSL MYSLF x Tripadvisor

Yves Saint Laurent (YSL) Beauté is running over 135 animations across Americas travel retail with DFS Group, ARI and Avolta among others to pre-launch the MYSLF fragrance in Americas travel retail.

Key locations include New York, Los Angeles, Montreal, Rio de Janeiro and São Paulo.

With the MYSLF campaign, YSL Beauté Travel Retail is on a mission to ‘redefine masculinity within the fragrance industry’

The monochromatic animation spaces take travellers on a “journey of self-discovery” through different experiential zones.

L’Oréal Travel Retail has partnered with Tripadvisor to boost pre-trip engagement for MYSLF. Travellers can discover the scent pre-trip via an online brand experience and competition on Tripadvisor that gives them the chance to win a trip to Paris.

The Americas pre-launch brings the MYSLF fragrance to life and promotes its modern interpretation of masculinity

Innovation is another central pillar of the partnership. For example, Tripadvisor’s AI-generated travel itineraries feature landmarks and museums linked with L’Oréal brands. With the YSL MYSLF campaign, the audience participated in a lucky draw for a chance to win an all-inclusive trip to Paris, the home of Yves Saint Laurent.

The winners explored Paris using an AI-powered travel planning module from Tripadvisor. The module is guided by real-life traveller trips and reviews and generated a bespoke itinerary for their trip to Paris, which included a visit to the YSL Museum.

Tripadvisor is bringing travel inspiration to millions of Amazon Alexa (voice-generated assistant — Ed) users through its ‘Destination of the Day’ service. The service is an immersive experience that offers TripAdvisor’s top city guides and travel inspiration to Alexa users whether in their home, in their car or on-the-go via any Alexa-enabled device.

In future, the partnership will expand to cater to Indian and Korean markets and incorporate more brands from the L’Oréal portfolio.

In 2024, L’Oréal Group and Tripadvisor will continue their joint mission to deliver ‘Beauty to All Travellers’ through innovative content and memorable tech-driven experiences.

Tripadvisor x La Roche-Posay UV Index

L’Oréal Travel Retail and Tripadvisor partnered with digital experience creator Jebbit to give Tripadvisor users a UV calculator based on their travel destinations. The La Roche Posay UV Index experience is going live this month with Tripadvisor in Brazil.

Users simply need to enter their destination of choice and date of travel to discover the UV index of that specific city and the level of sun care protection needed for their trip.

The project underlines La Roche-Posay’s mission to offer life-changing dermatological solutions to the more than 1 billion people in the world suffering from various skincare issues.

It also ties in with La Roche-Posay’s newest innovation, the Anthelios UVMune 400 Invisible Fluid, which the brand describes as “the biggest sun care innovation in the last 30 years”.

Travellers can learn how best to protect themselves againts harmful UV rays no matter what their destination thanks to the La Roche-Posay UV Index

Tripadvisor Global Vice President of Sales & Partnerships Christine Maguire (right) says: “From leveraging Tripadvisor’s new AI tool to create travel itineraries for Paris with YSL, to using our voice skill technology on Alexa to showcase New York as a destination for Kiehl’s, our partnerships with L’Oréal Travel Retail are rooted in our first-party data and driven by innovation.

“In 2023 we expanded our partnership into new markets including Germany and Brazil, and we are delighted to be continuing to grow into 2024 with the launch of our latest innovation, Beauty Advisor, an always-on hub seamlessly linking travel and beauty.”

Lancôme x Tripadvisor

In Germany, Lancôme, Gebr. Heinemann and Tripadvisor teamed up to create a customised hub filled with travel-related content.

The hub highlighted the Lancôme beauty essentials that were available in Heinemann’s airport stores. The campaign ran for one month and offered travellers a coupon which could be redeemed in-store, driving footfall and conversion.

Partner's message

The Moodie Davitt eZine

Issue 330 | 22 December 2023