The Moodies – Collaborative Campaign
Best Collaborative Campaign
Winner
L’Oréal Travel Retail Asia Pacific – Absolue L’Extrait Black Longevity Retreat
L’Oréal Travel Retail Asia Pacific hosted the Lancôme Absolue L’Extrait Black Longevity Retreat between March and May 2024 at The Sanya Edition hotel in Hainan. The initiative, unveiled in partnership with the China Duty Free Group, leveraged a data-driven approach to engage ultra-premium consumers.
The retreat offered tailored VIP and VVIP experiences, targeting high-net-worth individuals through precise customer relationship management and a collaboration with online travel agency Tongcheng. The initiative reached over 47 million consumers, delivering a 2.46% click-through rate. A personalised sign-up service via WeChat recorded 181 sign-ups and a 95% attendance rate.
The curated spa experience featured immersive scientific and cultural elements designed to elevate the Absolue range. It achieved strong conversion results, with 12 VVIP transactions contributing RMB200,000 in sales, and 32 VIP purchases generating RMB563,000. The retreat garnered high satisfaction, receiving a 9.95/10 score.
Through this campaign, L’Oréal not only reinforced Lancôme’s ultra-premium positioning but also optimised cross-category strategies to expand its customer base and increase brand desirability in travel retail. The results highlight a forward-thinking approach to blending luxury experiences with targeted, data-backed marketing strategies.
What the judges said:
“Extraordinary customer journey, especially for those lucky 320 VVIP clients who experienced the spa treatment! Excellent marketing covering all aspects of the traveller’s experience.” The targeting is strong and precise, using retailer databases and OTAs for maximum reach.”
Highly Commended
JCDecaux Transport – Hong Kong International Airport – Dior Atelier of Dreams
Dior Atelier of Dreams at Hong Kong International Airport created a standout festive experience in collaboration with JCDecaux Transport and The Shilla Duty Free. Running from November 2023 to January 2024, the campaign combined high-impact airport advertising with immersive retail activations. Dior’s signature Christmas tree in the Central Concourse captured passenger attention, while experiential pop-ups in East Hall North and South highlighted the ‘Art of Gifting’ with a personalised engraving service. The animations also offered flash makeup services, exclusive Christmas sets, skincare consultations and multiple photo opportunities.
L’Oréal Travel Retail Asia Pacific emphasised its ‘transformational travel’ philosophy to create an authentic retail experience
Highly Commended
L’Oréal Travel Retail Asia Pacific – Jumbo Takeover with King Power Duty Free
L’Oréal Travel Retail Asia Pacific’s collaboration with King Power Duty Free targeted Chinese travellers in Thailand through an integrated online and offline campaign. It introduced L’Oréal Paris jumbo-sized travel exclusives – Revitalift Filler Eye Cream (65ml), Youth Code Ferment Pre-Essence (115ml) and UV Perfect City Resist (65ml). A partnership with digital payment solutions provider Alipay engaged Chinese consumers both pre-trip and in store. L’Oréal Travel Retail Asia Pacific also unveiled a science laboratory-inspired animation and collaborated with Chinese singer Wangxing Gan to generate online buzz and drive higher conversion rates.
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com