The Moodies – ESG Campaign
Best Environmental, Social and Governance Campaign – Brand
Winner
L’Oréal Travel Retail Asia Pacific – TFWA Asia Pacific 2024 L’Oréal Travel Retail Asia Pacific Lounge
During the TFWA Asia Pacific Exhibition & Conference, held from 12 to 16 May 2024 in Singapore, L’Oréal Travel Retail Asia Pacific showcased its long-term ESG commitment with an eco-friendly lounge. The 510sq m space was constructed with 90% green materials, including recycled acrylic, bio-based microcement and FSC-certified wood.
An eco-consultant assessed these materials for recyclability and biodegradability, ensuring a minimal environmental footprint. Post-event, components were either recycled or donated, reinforcing L’Oréal’s commitment to circularity. A key focus was responsible consumption, with the ‘Refill More, Save More’ initiative encouraging product refills.
With a budget of SG$700,000 (US$525,000), the activation also delivered an immersive brand experience. A fragrance speakeasy bar invited guests to explore YSL, Armani, Lancôme and Maison Margiela scents through cocktail pairings. The space marked the travel retail debut of Aesop, highlighting L’Oréal’s expanding luxury portfolio.
Divided into three zones – fragrance, hair & skincare, and makeup – the lounge integrated product discovery with interactive experiences. Locally sourced rental furniture and energy-efficient lighting further reduced the activation’s environmental impact.
What the judges said:
“The objectives were clear and ambitious, emphasising sustainability and engagement with key stakeholders.” “The target audience was well defined, with a strategy that provided an engaging and immersive experience. The innovative use of eco-friendly materials, along with the multi-sensory engagement, was a good example of creative execution.”
Highly Commended
Globuy – Fun Bottle Beauty Recycling Program
The Fun Bottle Beauty Recycling Program encouraged sustainability in travel retail by creating a circular recycling system for used beauty packaging. The campaign encouraged consumers to bring empty product containers to Globuy’s ‘Fun Bottle’ store in exchange for eco-friendly rewards. Through immersive pop-ups, online mini programme and key opinion leader content on Chinese social platform Red, the initiative reached 8 million users, with Shanghai government endorsements further strengthening its impact. Globuy partnered with over ten brands, collecting 16,928 containers and reducing carbon emissions by 548kg.
The lounge was designed to foster stronger engagement between L’Oréal, its retail partners and consumers
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